Love Letters to Alice – Industry Toolkit
About the Campaign
Love Letters to Alice is a national storytelling campaign that forms part of Alice Springs: Stories from the Heart—a broader initiative to celebrate the people, culture, and landscapes of Alice Springs, led by Tourism Central Australia. Through a series of five heartfelt Love Letters, the campaign shares the voices of those who love and know the region best, reinforcing a positive, authentic, and community-led narrative.
Launched on 14 March 2025, the campaign is designed to inspire visitation, shift perceptions, and strengthen positive sentiment about Alice Springs. It is being promoted through a fully integrated approach, including:
- A national earned media campaign - including a launch feature with Narelda Jacobs on Channel 10, media famil coverage, pitching to Tier 1 national media and a national media release.
- Social media and digital amplification - via both organic and paid channels across YouTube, Facebook and Instagram.
- Influencer engagement - A select group of content creators, influencers and ambassadors who have visited Alice Springs previously have been approached to share their own Love Letters and experiences in Alice Springs across their platforms.
- Paid media - Out-of-home advertising, print ads and digital campaigns.
- Industry and partner integrations - Including Tourism Central Australia, Qantas, Webjet, Expedia and Alice Springs airport.
At the heart of the campaign is a dedicated landing page www.northernterritory.com/love-to-alice where audiences can:
- Watch the full Love Letters video series
- Explore travel itineraries and community stories
- Submit their own Love Letter and enter the competition to win a trip to the Red Centre
Industry Toolkit – Get Involved
We encourage the Northern Territory tourism industry to support Love Letters to Alice by using the industry toolkit, which includes:
- Campaign key messages – Ensure consistent storytelling
- Images: Ready to download images for tourism promotional purposes.
- Love Letters to Alice lockup and branding – official campaign logos for promotional use
- Video links – Access to the full series for industry promotion via YouTube and the landing page.
Download the Love Letters to Alice Toolkit >>
By sharing the campaign and using the provided assets, industry partners can help amplify positive storytelling, drive engagement, and inspire more people to visit Alice Springs.
Partner integration
Under the overarching Alice Springs: Stories from the heart project banner, key industry partners are amplifying the positive message for Alice Springs and driving awareness through their own channels.
- Tourism Central Australia - Leading the Alice Springs: Stories from the heart project and industry engagement.
- Qantas: Featuring campaign content in Q Magazine, supporting the competition to win a trip to the Red Centre and publishers of the Qantas - She's Alice content piece (being aired via in-flight entertainment).
- Alice Springs airport – Encouraging visitors to share their love letter to Alice and enter the competition to win a trip to the Red Centre
- Webjet: Promoting an upcoming cooperative campaign for Alice Springs.
- Expedia: Running a co-operative campaign to highlight accommodation offers in the Red Centre.
- Activate Territory: Hosting a Love Letters post box activation in the Alice Springs Todd Mall to encourage community participation.
Contact Us
For more information about Love Letters to Alice please contact [email protected]