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Do the NT campaign

Alice Springs, Northern Territory, Australia

In August 2013, Tourism NT established its brand strategy: Do the NT

The new brand and associated marketing campaigns aim to increase awareness of the Northern Territory as a fun, active and adventurous holiday destination. The new brand breaks down perceived barriers to booking a holiday to the NT like distance, price and accessibility.

The Do the NT brand is key to Tourism NT's 2020 Vision of attracting more domestic visitors to the NT and building a $2.2 billion visitor economy by 2020.

The campaigns

To date, ten phases of the Do the NT brand campaign have been in market around Australia. 

These campaigns aim to grow awareness, entice ‘viewers’ to become open to or consider a holiday to the NT and move them along the purchase path to become intenders, planners and then bookers.

In late 2016,  the ‘Guess Where?’ concept was introduced to the Do the NT brand to show that there is more to do in the Northern Territory than you may think and that once you return from your holiday you will understand the true value of a holiday in the NT. 

Initial data has shown this approach has been very successful in strengthening our value-for-money message as increasing awareness and genuine interest to visit the Northern Territory.

In order to continue this positive momentum,  the ‘It’s About Time – Guess Where?’ advertising campaign will be repeated in 2017. 

Find out more about the 'Guess Where' Campaign here.

Find out more

To find out how you can get involved in future domestic marketing campaign opportunities to increase your bookings, contact marketing.tourismnt@nt.gov.au.