Brand NT

Airboating, Mary River, Northern Territory, Australia

The Northern Territory is a place like no other full of action, fun, adventure and spectacular natural beauty.

It’s a place home to world-class tourism experiences and attractions from the tropical Top End to the rich outback of the Red Centre.

Extensive research continues to show that, while the Northern Territory is a destination that consumers are aware of and aspire to visit, there is a lack of awareness regarding the physical and geographic aspects of the Territory and that extensive planning is required before a trip will be booked.

Our brand advertising continues to promote domestic holiday visitation to the Northern Territory by creating a sense of urgency through ‘It’s About Time’ messaging as well as highlighting that there is more to do in NT than consumers may think through our ‘Guess Where?’ messaging.

The Do the NT Brand

The brand shows the Northern Territory is not just a place you go to, it’s a place you do. And what you do in the Northern Territory is unlike anything else. The brand positions the Northern Territory as:

  • Fun
  • Adventurous
  • Bonding (spending time with loved ones)
  • Active
  • Exciting
  • Down to earth and a place with a;
  • Range of unique experience

It focuses on active messaging encouraging travellers to book a holiday to the NT today, not just one day and aims to break-down perceived barriers that could be stopping travellers from visiting the Northern Territory, such as the Territory being “too far” or “too costly” to get to.

More Information

For local operators, the Tourism NT brand is a representation of the region and an important component of how we in the Territory connect and attract visitors.

Find out How to use Brand NT here.

You can also visit the Industry Toolkit section to access a range of tools and support mechanisms for your business.

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Research, Tourism NT, Alice Springs, Northern Territory, Australia


Research and statistics relating to tourism in the Northern Territory