See Northern Territory or die!

See Northern Territory or die!

Tourism Northern Territory will compel consumers to visit by delivering a mortality check in its latest advertising campaign.

The market segment it targets is called the ‘considerers’ or ‘one-dayer’s’ – those who put the trip off.

“We’ve got to get them to go sooner. Time is the barrier we have to conquer to get people to travel,” Tourism NT domestic marketing director Tony Quarmby said.

The brand campaign of ‘Do the NT’, launched in 2013, has resulted in a 6% increase in domestic visitation and a 50% increase of brand awareness for the tourism body’s core market.

But it is the market outside of its core that they wish to court. “These one-dayers don’t notice our advertising,” Quarmby said.

The new campaign is on the back of research that the majority of Australians regret not travelling more than they lament family time or health.

One in five Australians say that the Northern Territory is the one place they regret not visiting.

“Hopefully we’ll get traction from the segment that aren’t currently paying attention,” Quarmby said.

 

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