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Tourism NT leaves out Uluru to focus on experiences in new campaign

Tourism Northern Territory has followed up its 2015 marketing effort warning consumers not to delay their trip to the Top End, with a spot that highlights the variety of activities visitors can get up to in the NT.

The campaign, created by Common Ventures, aims to get tourists past the perception of the NT as just Uluru and desert by featuring a couple on their return home teasing a friend about the favourite part of the trip.

Tourism NT’s manager of consumer communications, Monika Tonkin said: “The campaign builds upon the urgency of the 2015 campaign by demonstrating that the Northern Territory is great value for a domestic holiday destination.

“The new TVC adds a layer of iconic regional landscapes, NT humour, accessible adventure, breadth of experiences and value offers to illustrate a trip to the NT is worth the money.”

“By using humour and unconventional destination footage, we were able to push the TVC creative into a space that really reflects the affable, larrikin nature of the territory.”

Jane Burhop, creative director at Common Ventures, said: “A trip to the Northern Territory is a different kind of travel experience. It’s somehow awe-inspiring yet raw and real at the same time. By mimicking how people capture moments when they’re travelling, the camera is always in amongst the action – not just watching from the sidelines.

“In an effort to fuel a more emotive feeling, more and more brands are steering away from overly-polished, sweeping shots to put you into a family lounge room, or in this case, you get to be the third wheel on a romantic getaway to the Northern Territory.”

Credits:

  • Tourism Northern Territory
  • Executive Director Marketing & Communications: Adam Coward
  • A/Manager of Consumer Communications: Monika Tonkin
  • Director Domestic Marketing: Suzanne Morgan
  • Agency: Common Ventures
  • ECD: Brian Merrifield
  • Creative Director: Jane Burhop
  • Copywriter: James Crawley
  • Strategic Planner: Damian Damjanovski
  • Senior Account Director: Alex Don
  • Production Manager: Gillian Smyth
  • Production: Jungle
  • Director: Craig Melville
  • Producer: David Curry
  • Prod Manager/1st AD: Paula Gleeson
  • Executive Producer: Nick Simkins
  • NT Production: Global Headquarters
  • Director: Tiffany Manzie
  • Director Of Photography: Simon Manzie
  • Music Track & Artist – Beeer Place – Dave Crowe
  • Sound House: Rumble Studios
  • Media company: Atomic 212
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