Tourism Northern Territory campaign goes global

SMG Red and Yahoo!7 todayannounced the successful online-led Tourism Northern Territory campaign isgoing global, set to hit US and UK markets in the coming weeks. 

Following thesuccess of the campaign in Australia which accounted for 20,000 direct bookingsand an overall uplift in visitation to the region, Tourism Northern Territorysought to take the online experience to global markets through the scale of theYahoo! Network.

The UK and US are key markets for Tourism Northern Territory and by taking the campaign to these markets, they hope it will further increase visitation, putting it on the map as an essential destination for visitors planning a trip to Australia.

Developed by MPG and MediaContacts in partnership with Yahoo!7 and SMG Red, the Tourism NorthernTerritory campaign aims to entice “Spirited Travellers” to visit and experiencethe best of the Territory. At the heart of the campaign is a branded videodestination and a dynamic module which integrates Tourism Northern Territory’spartners displaying relevant deals for hotels and experiences.

As part of the global roll out,Yahoo!7 is deploying its custom Behavioural Targeting Segments builtspecifically for the Tourism Northern Territory campaign across the Yahoo!Network.

According to Damon Scarr, nationalmedia sales director, Yahoo!7, “The exciting part for Yahoo!7 is to see ourBehavioural Targeting capabilities deliver globally for an Australianadvertiser. We often talk about the reach that Yahoo!7 can deliver through ourglobal Yahoo! Network and the Tourism Northern Territory campaign clearlydelivers on this,” he said.

The Australian campaign waslaunched in August 2009 and in addition to the online site also utilised over36 TVCs showcasing snippets of the online video content.