Tourism & Events Northern Territory appoints Rick Barry; establishes Darwin office

Independent creative studio Rick Barry has expanded to Darwin having been appointed by Tourism & Events Northern Territory following a competitive pitch, adding one of the world’s most iconic tourism destinations to its growing client roster. Rick Barry has established a Darwin office as part of the appointment

The appointment sees Rick Barry tasked with refreshing the NT tourism brand and capturing the spirit that makes the Territory unlike anywhere else on earth – from ancient landscapes and rich cultural experiences to the kind of adventures that stay with you long after the red dust has washed off.

“The Northern Territory is a wellspring of rich storytelling, artistic talent and unique culture. We couldn’t imagine a better place to open our second home. From the Top End to the Red Centre, it’s the heart and soul of the Australian experience,” says Rick Barry co-founder Hugh Munro.

“It’s a place that rewards people who lean in and live it for themselves, we couldn’t be happier to be heading north with the team.”

Rick Barry has established a Darwin office as part of the appointment, with work commencing immediately on brand strategy and the development of a new global brand platform. The work will be undertaken in close partnership with the Northern Territory tourism industry, with a co-creation process designed to ensure the brand reflects the perspectives, experiences and ambitions of stakeholders across the Territory while resonating with audiences around the world.

Tourism and Events NT CEO Suzana Bishop said the appointment marks an important milestone in delivering the Northern Territory Visitor Economy Strategy 2032, released earlier this year.

“The Visitor Economy Strategy 2032 sets an ambitious vision for growing visitation, increasing visitor expenditure and strengthening the Territory’s position as one of Australia’s most distinctive tourism destinations. Developing a refreshed Northern Territory brand is a critical part of bringing that vision to life.

“We’re excited to be partnering with the Rick Barry team to help shape the next chapter of the Northern Territory’s story. Importantly, this work will be developed in close collaboration with our tourism industry, ensuring the future brand authentically reflects the people, places and experiences that make the Territory unlike anywhere else in the world.”

Tourism and Events NT Chief Marketing Officer Staci Mellman said Rick Barry stood out for their strong credentials in breakthrough challenger-brand thinking.

“It was a highly competitive pitch, with several top Australian agencies presenting impressive ideas and approaches. We were especially impressed by their understanding of what it takes to build a distinctive brand that can cut through in highly competitive global markets.

“Our values are very much aligned, and so too is our desire for unorthodox, impactful thinking. The Rick Barry team demonstrated a proven ability to engage stakeholders throughout the brand-building process, bringing diverse voices together to create brands that people genuinely believe in and champion.

“This is an opportunity to create a globally relevant brand platform that captures the unique spirit of the Northern Territory and grows our position as one of the world’s most extraordinary travel destinations.”

With work already underway, the new brand platform is expected to be launched later in the year, inviting travellers to discover a side of Australia that refuses to be ordinary.

For more on the agency’s philosophy and ambitions, read Campaign Brief’s recent The New Wave profile with Rick Barry.

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