Tourism Northern Territory has launched a new national marketing campaign, Seek Different, celebrating the array of breathtaking, unique travel experiences that make the Northern Territory "Different in every sense".
Unveiled by the Northern Territory’s tourism minister Natasha Fyles, the campaign is aimed at inspiring domestic travellers – facing ongoing restrictions on international travel and looking for something truly different – to add the Northern Territory to their plans in 2021.
The new campaign underpins the Territory’s brands positioning, Different in every sense, by highlighting that we are all individuals, whether we’re seen as couples, groups or even social movements. We all seek to be different in our own way. Some of us do little things. Others, do bigger things. Because different reflects who we are and who we want to be.
Tourism Northern Territory noted that visitors to the Territory always reflect on how the destination has surprised and delighted them in ways that were completely unexpected.
Over the last year Australians have felt constrained, confined and anxious and are now seeking an escape, something different and to break free of those negative emotions.
That’s what the Territory offers visitors - space to be yourself, freedom to express your individuality, and connection to the land and those around you.
From an awe-inspiring Sounds of Silence dinner under the stars at Uluru, an adrenalin-pumping up-close encounter with the locals at Crocosaurus Cove, a cultural foodie tour like no other on the Kakadu Bush Tucker experience or the unparalleled solace and natural beauty of a swim at Edith Falls, the diverse experiences featured throughout the creative represent the very essence of the Northern Territory; it’s not trying to be different – it just is.
Led by a two-minute TVC, the campaign will air across TV, video-on-demand and cinema, as well as print and relevant digital channels.
Strategic media partnerships will then take a deeper editorial dive into some of the experiences featured in the creative.
“The Northern Territory is not a normal holiday, and the launch of our Seek Different campaign today highlights our uniqueness to the rest of the country," Tourism NT executive general manager marketing Tony Quarmby says.
“The Seek Different messaging is the next step in bringing to life our Different in Every Sense brand positioning, and we feel now is the right time for consumers to see that by seeking something different they can break free and escape the anxiety that this last year has left us all with.
"The campaign highlights how we all seek to be our own person and how we want to be seen as individuals. In the Territory Australians can be themselves and express who they want to be, while at the same time be surrounded by our abundant nature and wildlife, learn about our history and immerse in our Aboriginal culture to experience all the adventure the Territory has to offer. And do something different to anything they’ve ever done before.”
The campaign was produced for Tourism Northern Territory by the team at KWP!.
“Bringing 'Different in every sense’ to life in a major campaign is the culmination of a lot of great strategic and creative work in our partnership with Tourism NT," KWP! group account director Tristan Glover says.
"The last year has been so surreal and challenging for so many in Australia but through 2020 we were still able to shoot an incredible campaign. We are excited to share it with the rest of Australia and invite them to add the Territory to their travel plans for 2021.”
KWP! executive creative director Corey Swaffer says the campaign celebrates being different.
“Wouldn’t it be boring if everyone and everything was the same? Thankfully that’s not the case. Especially in the Northern Territory," Swaffer says.
“Yes, the Territory is in Australia but it’s not the Australia we know living in Sydney, Melbourne, Brisbane, or other parts of the country. And it’s not just the landscape that’s different.
“From your morning commute to your evening spin class, from backyard barbecues to binge watching, everything is done differently up here. Which is a big part of the attraction. This campaign taps into our inherent craving for different and celebrates it. It’s timely too, because I’m sure everyone could use a little different this year.”
Credits
Crew:
Group Account Director & Producer: Tristan Glover
Executive Creative Director: Corey Swaffer
Art Director: Kent O’Halloran
Director / DOP / Editor: Mark Toia (Zoom Film & TV)
Drone / Underwater / Mr Fix It: Simon Christidis
Content: Dave Apanah & Jayden Moyle (Pendulum)
Photographer: Helen Orr
Design/Finished Art: Amber Young & Kelly Walsh
Support crew: Prue Lane (Katherine), Isaac Conway (Top End), Andrew Caitens (Red Centre)
Casting & talent coordination: Sarah Price @ Castaway NT
V.O: Charlie King (recorded at Skinnyfish)
Client:
Executive General Manager Marketing: Tony Quarmby
Director Domestic Marketing: Monika Tonkin
Manager Consumer Communications: Alice Bowden
Performance Marketing Executive: Chanduni Herath
Operations Coordinator: Kirsten Clarke
Media:
Atomic 212
PR:
Mango Communications
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