Aussie cricket legend, Matt Hayden, is the Northern Territory’s latest weapon to boost tourism numbers to the region.
Hayden, a father of three, is the star of a new campaign launched this week by Tourism NT to target a greater slice of the important drive market.
The campaign features ‘fly on the wall’ footage of the Hayden family on the road throughout the Northern Territory and urges Aussie families to discover their own outback adventure and Do the NT the Hayden Way.
With almost 1.4 million followers on social media, Matt is the perfect choice for to get the message out there far and wide that the Northern Territory is the place to go for an outback holiday with the family.
Hayden, his wife Kellie and three children – Thomas (10), Joshua (12) and Grace (14) spent two weeks driving from Uluru to Darwin in a campervan and Safari Landcruiser in June last year.
Highlights of the trip featured in the new campaign include the Field of Light and sunset camel ride at Uluru, getting up close to NT wildlife at the Alice Springs Desert Park and learning about the mining history of Tennant Creek.
In the Top End, the Hayden family explore Mataranka Thermal Springs and Nitmiluk Gorge, try their hand at Aboriginal painting, go fishing in Kakadu National Park, experience the famous jumping crocodile cruise at Adelaide River and take the plunge in the Cage of Death at Darwin’s Crocosaurus Cove.
Footage captured on the road trip forms a six-part web series which will be used to target and grow family holidays in the Northern Territory.
The new campaign will help raise the profile of the Northern Territory to the drive market, and particularly the family drive market, which is an important target for the Northern Territory.
An estimated 479,000 domestic and international overnight visitors drove a vehicle whilst holidaying in the Territory last year making up half (54%) of all NT holiday visitation.”
The new drive campaign includes print, digital and social media advertising and will run for three months from February to April 2017.
To find out more go to: northernterritory.com/TheHaydenWay