CU in the NT causes mixed reactions

CU in the NT causes mixed reactions

It’s made headlines, perhaps for all the wrong reasons, but the controversial campaign CU in the NT has hit a nerve with the region’s government officials.

According to newspaper reports, the Northern Territory government is even considering legal action over the group behind the CU in the NT merchandise that’s promoting the Top End as a tourist destination.


The logo is very similar to the official Tourism NT design.

The group, NT Official has no connection to Tourism NT, the government’s official tourist body, and has been selling merchandise with the slogan “CU in the NT” causing a storm on social media and mainstream press.

The identities of the individuals behind the stunt are still under wraps, however, in a statement published on they described NT Official as a “guerrilla group of people with the aim of promoting travel awareness to the NT region, specifically targeting younger markets”.

Apparently the issue lies with official Tourism NT photos being used for commercial purposes without being attributed, but the Territory’s official logo displayed is different enough to avoid copyright laws.

A spokesman the group told the newspaper they’d been inundated with orders, and he was “flat out like a lizard drinking”.

“Let’s face it: humour and a laid-back attitude is what we love about the Top End.”

“We want people to recognise that if they want to go to the NT they shouldn’t hesitate,” the group said in a statement. “They should just go and tell their friends to ‘CU in the NT!’”

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    Latest comments
    1. I’m sure that it isn’t the message that Territorians want to send the world but they are by default. As an overseas resident I see the NT logo on a teeshirt complete with an obscene expletive. I’m not to know that the logo is in fact a knockoff and has been put together by a group of mavericks.

    2. As an overseas resident all I see is the NT logo on a teeshirt and an obscene message. I’m not to know that they are a bunch of mavericks and that the logo is a knockoff. It’s definitely tarnishing the brand.

    3. Actually this is NOT the message Territorians want to send to the world. This is a message one group of mavericks want to send – we should maintain that distinction. Having just returned from a 10-day trip to the Territory it reminded me that this is a diverse community that only meets the stereotypes in being friendly and authentic.

    4. The Northern Territory Government needs to do more than just consider legal action. If ever there was a turnoff for female travellers, families or older tourists this is surely it.

      Memo to Territorians: Is this really the message you want to be sent on your behalf to the rest of the world?

    5. Completely tasteless, but things went down hill like a slalom when FCUK was allowed to get away with their blatant campaign. Then we had Wicked Campers…perhaps we are in a Donald Trump era of pure vulgarity? Fortunately he won’t be around much longer to lower the tone even further.

CU in the NT marketing top end tourism nt

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