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Tourism NT Shifts Brand to ‘Do the NT’

October 2, 2013 Tourist Boards No Comments Email Email

Tourism NT has launched a shift in its domestic brand messaging to ‘Do the NT’ with a suite of new TV commercials, print and digital advertisements rolling out nationally to emphasise it is a fun, active and social place for holidays.

New visuals and messages in the $1.2 million campaign are based around an active and exciting sentiment. Importantly, this does not compromise the enduring strengths of the destination (authentic, real, laid-back), but builds on them, showcasing a range of unique Territory experiences, not just a few Printiconic places.

Extensive research and focus group testing revealed that the Northern Territory, while aspirational, is a “look but don’t touch” destination. Campaign messages in the past have focused on just the destination typified by vast, open spaces and sweeping landscape shots.

“The Northern Territory continues to be a destination that consumers aspire to travel to and our brand promise remains clear; stunning, spiritual, cultural and natural. However, it has been thought of as a ‘one day’ destination, one-dimensional and passive,” said Tourism NT CEO Tony Mayell.

“We haven’t changed. The NT is still the fun-loving, uncomplicated and down-to-earth place you’ve always been familiar with. We’re just getting better at educating consumers about how much there is to do and is on offer here. And by doing so, visitors can be convinced that the destination offers diverse, active and value-for-money experiences you can’t get anywhere else in Australia or the world.”

Joe Pollard, CEO of Publicis Mojo adds, “The new campaign is a fundamental shift from the place where you ‘go’ to the place you ‘do’, which to all of us is more exciting, less passive and shows the NT through a fantastic new lens.”

“This new approach has been brought to life through deep collaboration with Tourism NT and a truly integrated approach between Publicis Mojo, ZenithOptimedia and Razorfish,” she said.

The ‘Do the NT’ platform is designed to conjure thoughts in the minds of consumers of life outside the ordinary. Whether it is high grade adventure or simply escaping the norm, the Northern Territory is surprising and much more than what you think it is.

The Territory will continue to attract visitors searching for something different but the new shift will show visitors who haven’t considered the NT before just why they should Do the NT. After all, the NT is not a place you just go, the NT is a place you Do, and what you Do there is unlike anything else.

To view the new ‘Do the NT’ television commercial, click here

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