Territory. For Real.

‘Territory’ is a new Netflix show, streaming from 24 October 2024. Dubbed “Yellowstone in an Akubra", the show was filmed in the Top End and is the largest production the Northern Territory’s ever seen.  

There are elevated expectations for the show to achieve global success, and Tourism NT aims to leverage the momentum. To capitalise on the launch and connect interest in the series with the NT as a travel destination, we will invite audiences to experience the real Territory. Our campaign concept, Territory – For Real, invites audiences to move beyond the Netflix series and experience the real thing by wrangling their own Territory adventure.  

The campaign

The campaign will highlight that the true Territory experience is even more remarkable in real life. 

We’re strategically linking our campaign together with Netflix’s own show advertising to highlight the Territory. For Real. Key initiatives include:  

• Netflix sponsorship: A custom video ad featuring the NT’s Charlie King will air as part of a Netflix sponsorship for the show Territory. This will promote our message: The Territory – For Real to all ad-supported Netflix viewers tuning into the show. View the video here.  
• Out of home (OOH) advertising: Our ads will be placed in key outdoor locations, near Netflix's own show promotions. 
• Print and digital advertising: We will run direct ads in NewsCorp mastheads and Nine digital and print publications to amplify the campaign and reach broader audiences. 
• Social media and video advertising: Targeted video ads will run across BVOD, YouTube, Meta (Facebook and Instagram) and Reddit, with audience targeting closely aligned to Netflix viewers to maximise relevance and engagement. 
• Integrated owned content and PR approach: The campaign will be supported by a PR and owned content plan, reinforcing key messages across earned media and our own platforms to drive further awareness and engagement. 

To take advantage of the Territory launch, we'll be live in market from 24 October – 30 November 2024. 

The campaign is supported by a landing page (www.northernterritory.com/territory) which will house Territory deals specifically developed to highlight station stay packages through AAT Kings and Luxury Escapes. The page will also feature Territory focused ATDW listings with our Territory. For Real. badge. 

How to get involved 

To get involved, Territory tourism operators are encouraged to: 

• Download the Industry Toolkit here. 
• Ensure your ATDW listing is up to date to take full advantage of this opportunity.