Tourism NT shows Australians what they’ve been missing before ‘hyper-competitive’ tourism market kicks off

The Northern Territory is ramping up its marketing efforts and showing Australians what they have been missing while isolated in states that still have firm COVID-19 restrictions.

Tourism NT executive general manager of marketing, Tony Quarmby, predicted the domestic tourism market was about to get ‘hyper-competitive’, so the Territory wanted to make its mark early.

“All national tourism jurisdictions and operators will be attempting to attract Australian travellers as borders reopen, creating a hyper competitive travel market,” Quarmby said.

“Never before has international travel been off the table for Australian travellers and this is an opportunity for people who usually seek overseas experiences to now consider local destinations they have previously put off until ‘one day’ in the future. That ‘one day’ is now.”

‘The Territory is the Answer’ comes ahead of the Northern Territory’s borders opening on 17 July and seeks to capture the imagination of people planning their domestic tourism escapes.

The campaign kicked off today

“The Territory is the Answer campaign is designed to raise awareness of our unique Northern Territory holiday icons in addition to our lesser known gems that are ready and waiting for all Australians, whether they are first-time or repeat travellers,” Quarmby added.

“It is the first major domestic campaign we are launching since the announcement that borders are opening. The campaign provides the answer to one of the biggest questions in today’s current climate – ‘Where do we go and what can we do now?”

‘Bucket list’ experiences are at the forefront of the campaign, highlighting the wildlife, World-Heritage listed National Parks, waterfalls, swimming holes and outdoor adventure available across the territory.

The campaign was created by KWP, attempting to find humour in the world of social-distancing in which Australians have been living, to contrast it with the freedom of the Northern Territory.

KWP executive creative director, Corey Swaffer, said: “There’s never been a time, that I can remember, when everyone has been in the same boat like this. We’ve all been through a range of emotions and we’re now ready to smile, laugh and travel again.

“The creative behind this campaign taps into that sentiment and delivers on the Northern Territory’s promise of being different in every sense. Exactly what we need right now.”

The campaign will run until October and includes print, digital, email marketing, out-of-home and radio advertising, social media, public relations and consumer activations.

In September last year, Tourism NT stepped away from its brand platform ‘Do the NT’ and replaced it with ‘Different in every sense’, at the same time as updating its logo.  The ‘The Territory is the Answer’ campaign carries on the new brand platform.


Campaign creative: KWP!
Media agency: Atomic 212


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