Tourism NT looks to Red Centre night sky and Instagrammers in latest social media push

Tourism NTTourism Northern Territory has followed the launch of its TV-led marketing blitz with a push into social media in a campaign to showcase the night sky of the Red Centre.

The tourism agency has launched ‘Astronomeet’, an event that will see professional photographers Luke Tscharke, Matt Donovan and Paul Fleming join amateur snappers in central Australia.

Tourism NT spokesperson Cory Gale said the campaign was developed to curate content that generates the greatest engagement on social media.

“By partnering with niche, high profile social media influencers, we’re giving our audience content that they want,” he said. “Our aim is to position stargazing as a key outback experience via astrophotography, and showcase the NT as a destination with unique, world-class events that create new and additional reasons to visit.”

Tscharke, Donovan and Fleming have a combined Instagram following of just under 100,000.

The event, timed to coincide with the new moon phase of the lunar cycle, will also include a public Instameet for local photographers to have their work featured on Tourism NT’s Instagram channel.

It is not the first time Tourism NT has turned to Instagram to reach consumers.

In March the agency staged a six-day ‘Hypermeet’ which saw Instagrammers Matt and Mia Glastonbury, along with Matthew Vandeputte, use timelapse and hyperlapse techniques to promote the Red Centre’s most iconic attractions. They have a combined following of more than 226,000 Instagram fans and 1.3 million Google Plus followers.

The social campaigns complement the TV push launched last month which has used mortality as a key theme to encourage people to travel now, rather than delay their plans.

Steve Jones


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