Tourism NT repositions from ‘Do the NT’ to ‘Different in every sense’

Tourism NT has launched a new brand positioning with a refreshed logo and replacing the tagline ‘Do the NT’ with ‘Different in every sense’.

The deliberate departure from ‘Do the NT’, which first launched in 2013, follows market research across key markets in Australia and across the globe, the tourism body said.

The new brand seeks to portray the Tourism in the Northern Territory on an experiential level, showing how the destinations and services available engage all of the senses. This takes a different approach to previous marketing that featured just the landmarks and scenery.

Tourism NT has retained the use of the native brolga in front of an orange sunset in its new logo, an image it is has used for over 20 years, and has introduced an Arafura blue in the new font.

The new logo for Tourism NT

Tourism NT executive general manager of marketing, Tony Quarmby, said in a statement: “There are two parts to a destination brand, the consumer’s actual experience with the location, the people and organisations, and then how they perceive that experience.

“We are highlighting the Northern Territory as a place where senses run free; it emboldens the people who travel within to feel that openness and freedom within themselves. A visit to the Territory allows people to truly disconnect from the everyday and reconnect to others in a place that constantly surprises and delights.

“The new brand will ensure we stand out from the crowd with marketing campaigns that reflect our competitively unique differentiation.”

A national marketing campaign will launch on 15 September, consisting of OOH marketing on billboards, street furniture, buses and across the News Corp digital and print media platforms. Search and online advertising will also be used to execute the campaign.

Tourism NT’s previous branding

Recently, it was reported that a campaign created by Tourism NT’s media agency Atomic 212 which involved a competition to win a wedding up in the territory had increased tourism to the Northern Territory by 12% year on year. The campaign leveraged the Australian film starring Miranda Tapsell and Joshua Tyler, Top End Wedding.


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