We’ve all seen the tourism ads with epic shots of deserted beaches and buff Australian celebrities – but Tourism NT is pushing away from the traditional constraints of tourism advertising.
In a new campaign, by Common Ventures, Tourism North Territory is using humour and unconventional footage to make the destination stand out to potential guests.
The spot aims to show there is more to NT than just long, dusty roads, from the territory’s fine dining spots and natural infinity pools to the quiet nightlife.
It features a man guessing what the favourite part of two travellers trip was and finishes with the tagline, ‘Stop guessing and start doing’.
Tourism NT manager of consumer communications Monika Tonkin says: “The campaign builds upon the urgency of the 2015 campaign by demonstrating that the Northern Territory is great value for a domestic holiday destination. The new
TVC adds a layer of iconic regional landscapes, NT humour, accessible adventure, breadth of experiences and value offers to illustrate a trip to the NT is worth the money.
“By using humour and unconventional destination footage, we were able to push the TVC creative into a space that really reflects the affable, larrikin nature of the territory.”
Jane Burhop, creative director of Common Ventures went on to explain the approach taken to show off this uniqueness and how demonstrating value through the variety and quality of experiences in the NT was the driving force behind the TVC concept.
“A trip to the Northern Territory is a different kind of travel experience. It’s somehow awe-inspiring yet raw and real at the same time. By mimicking how people capture moments when they’re travelling, the camera is always in amongst the action - not just watching from the sidelines. In an effort to fuel a more emotive feeling, more and more brands are steering away from overly polished, sweeping shots to put you into a family lounge room, or in this case – you get to be the third wheel on a romantic getaway to the northern territory.”
Credits:
Tourism Northern Territory
Executive Director Marketing & Communications: Adam Coward
A/Manager of Consumer Communications: Monika Tonkin
Director Domestic Marketing: Suzanne Morgan
Agency: Common Ventures
ECD: Brian Merrifield
Creative Director: Jane Burhop
Copywriter: James Crawley
Strategic Planner: Damian Damjanovski
Senior Account Director: Alex Don
Production Manager: Gillian Smyth
Production: Jungle
Director: Craig Melville
Producer: David Curry
Prod Manager/1st AD: Paula Gleeson
Executive Producer: Nick Simkins
NT Production: Global Headquarters
Director: Tiffany Manzie
Director Of Photography: Simon Manzie
Music Track & Artist – Better Place - Dave Crowe
Sound House: Rumble Studios
Media company: Atomic 212
