"Northern Territory is the holiday destination for people who want to see, do and feel something totally different."
The Northern Territory is a big place with big holiday appeal yet has a smaller marketing budget than its bigger interstate and overseas competitors. In light of this, our challenge was to help the NT punch above its weight.
To create the largest amount of desirable destination awareness and significantly increase visitation to this place that is ‘different in every sense’.
Rather than focussing on smaller niche audience segments, we saw the opportunity to focus on the largest segment, which was the 62% of the Australian population who were not currently open to a holiday in the NT.
They were the ones we aimed to convert and move into the marketing funnel.
We developed a creative platform that tapped into a human truth – we all seek different, in our own ways.
The ‘Seek different’ campaign is a celebration of difference. It highlights how we all seek to be different because our differences make us unique and make our lives more interesting. This includes where we choose to go on holidays. The creative execution focuses on people’s individual differences such as
jewellery, hair, tattoos, piercings and clothing, while at the same time revealing the uniqueness of the Northern Territory.
It was created to stand out from the crowded tourism marketing clutter. To stir emotions, connect and inspire our audience and leave them with the clear message that the Northern Territory is the holiday destination for people who want to see, do and feel something totally different.
These figures are a 40% increase compared to the year ending March 2021, with a 51% growth from interstate markets.
On top of that, recent brand tracking research shows the campaign has over 50% 'Ad Awareness' among our target market.