Share Our Story
Northern Territory Tourism
Our very own Think, Create, Make methodology helped produce the multi-award-winning Branding and Marketing for Tourism Northern Territory.
The Challenge.
The introduction and establishment of the marketing brand platform enabled the Northern Territory to create a compelling, competitive, distinctive, and evolving story for the destination that resonates.
Strategy
Fundamental to the changes resulting was the introduction of a brand platform – Share our Story.
The introduction and establishment of the platform enabled the Northern Territory to create a compelling, competitive, distinctive, and evolving story for the destination that resonates with key target segment needs and wants.
Outputs
Engaged strategic partners to add weight to our message while allowing them to leverage our brand and add value to their own marketing efforts; and develop a truly integrated campaign program that remains cost-efficient, effective, and adaptable to market changes.
Results
The campaign developed under the Share Our Story banner, casually referred to as “the Big NT”, has proved to be successful and winning National and International Tourism marketing awards.
It has also promoted a strong and consistent Territory message while showcasing the six priority destinations.
It lifted the appeal and visitation from key target market in Australia – Spirited Travellers – and strengthened the standing as a destination of distinction and value;
Enabled Tourism NT to engage partners (within and outside the tourism sector), to more effectively manage downturns in some international markets and lead to upward trends in visitation, market share and yields consistently, and enabled the client to be agile – to tactically adapt in light of opportunities
