Category first marketing campaign implemented by Tourism NT for ‘Top End Wedding’ feature film
One of the most ambitious, integrated marketing campaigns ever undertaken by Tourism NT will hit a high point next week with a live wedding on the Nine Network’s Today and the launch of a specially commissioned web series.
The major national program of promotions and campaigns, a first for the travel destination category in Australia, has been developed to leverage the Northern Territory Government’s investment in Australian feature film Top End Wedding, which opened in cinemas yesterday after premiering globally at the Sundance Film Festival in January.
Tourism NT was instrumental in bringing the feel-good film to life, providing destination insights, development funding and production support – aimed at promoting the Northern Territory to Australia and the world.
At the heart of the multi-faceted media, advertising, content and public relations campaigns, is a partnership with the Nine Network and its Today program, who launched a national competition for viewers to win a wedding in the Top End. Attracting more than 13,000 entries, and with the prize valued at more than $75,000, the winning couple’s wedding will be broadcast live at 5.30am next Monday, May 6.
To coincide with the live-to-air TV wedding, and to further amplify activity, is the launch of a six-part web series called Location Scouts. The behind-the-scenes fictional narrative comedy, developed by the award-winning Van Vuuren Brothers of Bondi Hipster fame, follows the story of veteran location scout, Steve Grogan and his millennial off-sider, Morgan, as they search for the ultimate NT locations for the Top End Wedding movie. An online ad boost will drive traffic to the web series to be housed at northernterritory.com/topendwedding from Thursday, May 9.
Tourism NT executive general manager of marketing Tony Quarmby said the objective of the campaign is to show audiences that Darwin is a modern, diverse city, surrounded by stunning landscapes and experiences: “This campaign has been years in the making and we’re thrilled to share our vibrant and contemporary Territory with new audiences here and around the world.
“The time has come to refresh Australians’ understanding and knowledge of our incredible destination and this has been done so beautifully both on the big screen and with targeted, results-driven marketing activities, including some fantastic original content that will resonate with audiences globally.
“Leveraging the film, the supporting marketing campaign is not only set to change long-standing perceptions of the destination but also drive immediate sales and visitation.
“We’re sending an invitation to millions of Australians to RSVP to an unforgettable holiday in the Northern Territory.”
Top End Wedding is a romantic comedy filmed almost exclusively in the Top End and stars acclaimed Australian actress, Miranda Tapsell and British actor, Gwilym Lee of Bohemian Rhapsody fame.
The film opened in cinemas nationally yesterday, May 2, and has already contributed more than $1.5 million to the Northern Territory economy through local services and supply, prior to the films launch.
Location Scouts will premiere online next Thursday, May 9 at northernterritory.com/topendwedding.
Casting: Gemma Brown
Media strategy: Atomic212
Media partner: Nine Network
Film marketing partner: Entertainment One / Universal Pictures
Web series production: Goalpost Pictures
Web series created by: Glen Condie and The Van Vuuren Bros.
Web series written and directed by: The Van Vuuren Bros.
Web series Executive Producer: Glen Condie
Web Series Producers: Liam Heyen, Julia Corcoran
Supporting creative: Balance Advertising
Publicity: Access PR
Tourism NT GM Marketing: Tony Quarmby
Tourism NT Director Domestic Marketing: Monika Tonkin
Tourism NT Consumer Communications Manager: Melanie Mutch