One of Melbourne’s most famous landmarks underwent an “outback” makeover when Northern Territory tourism operators took over Federation Square.
As part of the take-over, a giant outback pub called ‘The Waterhole’ was set up in the centre of the city to encourage Melburnians to Do the NT.
The aim of the event at Federation Square was to convince Aussies that it’s about time they do the NT today and finally tick off that bucket list. As part of the event, the Square was transformed into a ‘mini Northern Territory’ complete with camels, baby crocodiles and a typical outback pub.
Visitors could also experience what a holiday in the Northern Territory would be like with Samsung Virtual Reality headsets taking viewers on a journey through the NT’s spectacular scenery at Kakadu and Katherine.
The two-day pop-up in the heart of Melbourne’s CBD also gave visitors a taste of the Territory’s unique food and wine offerings including mango ice-cream, barramundi, camel, crocodile and bush tucker.
The Territory's growing indie music scene was also on show with live performances by Top End band ‘At the Dakota’ and NT artists Dave Crowe and Andrew Langford.
Also attending the event were 11 NT operators from the Top End to the Red Centre who showcased their travel packages, tours, and accommodation and holiday deals direct to potential holiday makers.
The Federation Square take over is part of our domestic marketing strategies to raise awareness of the Northern Territory as a must-do holiday destination in order to help build a $2.2 billion visitor economy by 2020.
More information on our current domestic marketing campaigns here.