Tourism Northern Territory has unveiled a shift in its domestic branding with the launch of a $1.2 million campaign selling the region as a place where you 'do'.
The campaign, spanning TV, print and digital, was rolled out yesterday. According to Tourism NT, it has shifted its messaging from vast, open spaces and landscape shots to one of experiences.
“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 'one day' destination, one-dimensional and passive,” said Tourism NT chief executive 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.”
The campaign was developed by recently appointed creative agency Publicis Mojo along with media agency ZenithOptimedia and digital firm Razorfish.
Publicis Mojo chief executive Joe Pollard said: “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.”
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