Tourism NT shifts brand to ‘Do the NT’ in latest national campaign via Publicis Mojo, Sydney
Tourism NT, via Publicis Mojo, Sydney, last night launched a shift in its domestic brand messaging to ‘Do the NT’ with a suite of new TV commercials, print and digital advertisements rolling out nationally to emphasise it is a fun, active and social place for holidays.
New visuals and messages in the $1.2 million campaign are based around an active and exciting sentiment. Importantly, this does not compromise the enduring strengths of the destination (authentic, real, laid-back), but builds on them, showcasing a range of unique Territory experiences, not just a few iconic places.
Extensive research and focus group testing revealed that the Northern Territory, while aspirational, is a “look but don’t touch” destination. Campaign messages in the past have focused on just the destination typified by vast, open spaces and sweeping landscape shots.
Says Tourism NT CEO Tony Mayell: “The Northern Territory continues to be a destination that consumers aspire to travel to and our brand promise remains clear; stunning, spiritual, cultural and natural. However, it has been thought of as a ‘one day’ destination, one-dimensional and passive. We haven’t changed. The NT is still the fun-loving, uncomplicated and down-to-earth place you’ve always been familiar with. We’re just getting better at educating consumers about how much there is to do and is on offer here. And by doing so, visitors can be convinced that the destination offers diverse, active and value-for-money experiences you can’t get anywhere else in Australia or the world.”
Adds Joe Pollard, CEO of Publicis Mojo: “The new campaign is a fundamental shift from the place where you ‘go’ to the place you ‘do’, which to all of us is more exciting, less passive and shows the NT through a fantastic new lens. This new approach has been brought to life through deep collaboration with Tourism NT and a truly integrated approach between Publicis Mojo, ZenithOptimedia and Razorfish.
The ‘Do the NT’ platform is designed to conjure thoughts in the minds of consumers of life outside the ordinary. Whether it is high grade adventure or simply escaping the norm, the Northern Territory is surprising and much more than what you think it is.
The Territory will continue to attract visitors searching for something different but the new shift will show visitors who haven’t considered the NT before just why they should Do the NT. After all, the NT is not a place you just go, the NT is a place you Do, and what you Do there is unlike anything else.
11 Comments
Who is this NT and where can I do her?
Don’t what?
sorry MoJo, but that is the biggest spin i’ve heard this year…you’ve put the word ‘do’ at the end of some typical tourism advertising wallpaper..c’mon..we’re not stupid. there is absolutely nothing innovative or new about this idea for NT..just spin from a dying agency
This work does nothing to shift any perceptions. WHAT A WASTE OF MONEY.
Where’s the credits?
“See you, NT”
what did they shoot on? looks pants. for a tourism ad. just sayin
DON’T
Hey, there’s my product! And my logo!
Please please could you let me know the style and brand of the beautiful swimming costume ?
Love the add ,love the swimmers .
Kind Regards
Sandy
Gotta say i have just got back from driveing over to darwin and back i was amazed at the history and the magnificent smaller towns along the sturt highway or just off the highway. But there are ones not to stop at for instance the BP servo and small park out back (maximum 4) in Elliott NT I was discussed the toilets looked like thay havent been cleaned in years the shitter and shower cubicals have wasp nests on framework toilet bowl same clenlenes as the rest of it and thats just the male toilets the womans had no toilet seats and paper holders smashed ,but the shell servo and park 110% better than the BP