Northern Territory brand

Basket weaving in Darwin, Northern Territory

In September 2019, Tourism NT launched its new brand, replacing the Do the NT logo and tagline.

The brand refresh allows the Northern Territory to update its positioning and tourism marketing to reflect the changing needs and behaviours of consumers.

The new Northern Territory brand represents the best of what the Territory has to offer; our unique stories, images capturing our experiences and the emotions they create and a refreshed logo and colour palette that positions the Territory as cooler, inviting and more feminine.

What is the new brand?

The key message behind the new brand is the Northern Territory is truly unlike any place on Earth, a place where you don't just observe it, you feel it through every sense. The Northern Territory is different in every sense.

A narrative has been developed that represents the new brand:

The Northern Territory is the type of place where the sheer magnitude forces us to feel free and that anything is possible. 

The multi-sensory experience transcends the physical and connects you to the land, the ancient culture and the people. 

The Northern Territory empowers everyone who enters within to disconnect from their hectic, always-on lifestyle and reconnect to what matters. 

And, because it is a place that offers a difference across all the senses, it emboldens the people who travel within to feel an openness and freedom within themselves.

In all conversations with stakeholders, connection to country, a sense of freedom and the people were all identified as making the Territory a unique and authentic experience that invigorates all senses.

Who determined the new brand?

The Northern Territory tourism brand refresh was the result of the most comprehensive testing and research every undertaken by Tourism NT.

The testing, focus groups and stakeholder workshops saw 4000 hours of research conducted, with marketing testing occurring in Australia and all key international markets. Significant work also ensured the new brand aligned closely with the Northern Territory Government Masterbrand, Boundless Possible as well as Tourism Australia's marketing position.

More Information

Local tourism operators are strongly encouraged to support and use the new brand across their own business to ensure the Territory is represented in a consistent way to consumers. 

For more information, download the Northern Territory Brand Fact Sheet here.

You can also discover How to use the Northern Territory brand 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