TFE Hotels has launched a three-pronged marketing plan for its three hotels on the Darwin Waterfront and in the Darwin CBD, aimed at attracting Northern Territory residents seeking out a city stay in the shoulder and wet seasons.
The Darwin Waterfront precinct, home to the stunning Adina Apartment Hotel Darwin Waterfront and the cool and contemporary Vibe Hotel Darwin Waterfront, today attracts more than 1.2 million visitors each year with its wave pool and waterpark a key attraction.
The nearby Travelodge Hotel Darwin will be the focus of the next stage of the Travelodge Hotels brand’s Lie Down Comedy Series release launched next week. It will release a series of laugh-out-loud clips featuring some of Australia’s hottest comedians taking viewers on tours of a city to promote the brand’s “Refreshingly Simple” brand promise. The videos will launch in tandem with the group’s Territorian marketing campaign and an alignment with Tourism NT’s Million Dollar Fish competition, promoting the three hotels.
The next suite of comedy videos features Darwin comedian Amy Hetherington, who takes viewers on a tour of her home town, introducing us to famous places and locals, and ending at Travelodge Hotel Darwin.
The novel new marketing promotion will add to campaigns to promote the top end during the shoulder season, including Adina Apartment Hotel Darwin Waterfront and Vibe Hotel Darwin Waterfront, both of which continue to attract strong conferencing business and leisure trade.
TFE Hotels CEO Rachel Argaman said the Darwin hotel market had been more challenging than usual in the past financial year, falling across the industry by 11.8% in the financial year to 30 June 2016 (Smith Travel Research data).
“Despite the challenging conditions, our three hotels have performed above market in terms of rates and occupancies by holding onto long stay conference and crew business,” she said. “We managed to outperform the market there by leveraging strong relationships to maintain high levels of base business, and thus yield wherever possible.
“The new marketing campaigns aim to boost attention among the Northern Territory audiences, encouraging them to take a staycation in their home territory, at a time of year when interstate and international tourism tends to soften. The waterfront location is an excellent base from which to explore all that Darwin and the waterfront precinct has to offer.”
The precinct’s unmatched location, 350 metres from the Darwin Cruise Ship Terminal, sets it apart as the landmark gateway to the Territory for more than 70,000 cruise passengers each year. Visitors can also explore Darwin Waterfront’s strong historical heritage, including Goyder Park and the Bombing of Darwin Attraction on Stokes Hill Wharf which showcases the city’s fascinating history from a scenic vantage point.
TFE Hotels has also launched an integrated multichannel marketing campaign with NT News and the Sunday Territorian, TV and radio, primarily targeting Darwin locals by promoting experiences based on food, family, romance and the “bloke” around the tagline “experience more for less”.
Via a sponsorship agreement with NT News and partnerships with local suppliers, punters can win The Ultimate Darwin Experience with travel experiences and hotel stays valued at $10,000.
TFE Hotels has also aligned itself with Tourism Northern Territory on its Million Dollar Fish campaign, in which 100 prize barramundi will have been tagged and released across the Top End and participants are invited to stay at nominated hotels, enter a competition and fish to find the tagged barramundi.
To view the Lie Down Comedy Series videos for Travelodge Hotels visit: