NT Summer Sale 20-21

Tourism NT launched its largest cooperative incentive campaign from 1 October to 31 March 2021. 

The $5 million NT Summer Sale campaign aimed to incentivise demand for the NT over the summer period, and was a purposeful opportunity to capitalise on consumer trends showing increased searches for holidays to the NT, research indicating pent up demand, and the essential need to drive visitation over our traditionally low tourist season.
The campaign 

The campaign 

The campaign offered consumers $200 off for every $1000 spent on an NT booking made through campaign partners (up to a maximum of $1000 discount). 

Discounts were valid for bookable flights, accommodation, tours and attractions or hire vehicle through campaign partners.
Bookings were between 1 October 2020 and 31 March 2021 with travel also within these dates.

The national campaign mainly targeted areas that were not COVID-19 hotspots. Marketing activity was adjusted if hotspots were added or removed during the duration of the campaign.

Campaign partners

Tourism NT partnered with all Australian shop front travel retailers including Holidays of Australia, Helloworld Travel & Viva Holidays and Flight Centre.

Results

NT Summer Sale 20-21 generated $15.5 million in booking value for tourism into and across the NT, which included $2.35 million for the consumer rebate and agent initiatives. This consisted of 9,500 visitors into the NT across 4,746 bookings from 1 October 2020 to 31 March 2021. More than 13,000 NT tourism products were booked as part of the 20-21 NT Summer Sale campaign.