Tourism NT inspires Aussies to swap predictable holidays for red centre adventures with ‘Roo-R Codes’ launch via Common Ventures + Atomic 212°
Tourism NT has unveiled Roo-R Codes, a playful new campaign spanning out-of-home (OOH), digital and cinema channels that brings the Territory’s adventurous spirit to unexpected places – from city train stations to shopping centres – sparking curiosity and inspiring families to swap predictable holidays for something wilder.
Launching alongside the new Australian family film Kangaroo from STUDIOCANAL (hitting cinema screens today), filmed in the Northern Territory’s Red Centre around Alice Springs, the campaign taps into the magic of movies to connect pop culture with real-life Territory adventure. Delivered in partnership with Common Ventures and Atomic 212°, and in consultation with STUDIOCANAL, the campaign positions the NT as ‘different in every sense’ by blending cinematic storytelling with family travel inspiration.
At the heart of the activation are familiar kangaroo road signs reimagined with scannable QR codes.
Jumping out as being delightfully out of place, these signs invite passers-by to ‘follow the roo’ — unlocking a digital journey into the Northern Territory, supported by dynamic OOH creative across rail sites, shopping centres, video (cinema and YouTube) and direct digital placements including homepage takeovers and Meta social content.
To amplify engagement, those who scan a Roo-R Code can enter for a chance to win the ultimate Red Centre adventure, valued at over $7,000, including:
● Two return Qantas economy flights to Alice Springs
● Five nights’ accommodation and car hire
● Experiences such as hot-air ballooning, a Kangaroo Sanctuary tour, Kings Canyon helicopter flight, stargazing dinner, and more.
● Entry is via northernterritory.com/kangaroo
Says Monika Tonkin, acting Chief Marketing Officer, Tourism NT: “With the new Australian film Kangaroo releasing in cinemas today, we expect even more Aussie families to be inspired to consider the Red Centre for their next holiday. By amplifying that momentum through this national campaign, we’re connecting pop culture with place and showing travellers why the Northern Territory, the spectacular filming location for Kangaroo, is the ultimate destination for unforgettable family adventures.”
Want to follow the roo? The Roo-R Codes will appear in high-traffic locations across Brisbane, Sydney and Melbourne, offering strong visibility during key consumer moments. This includes, a takeover of the Sydney Central Plaza food court off Pitt Street Mall, and prominent placements across shopping centres, street sites and major city rail and transport hubs throughout all three cities.
A large painted mural on Chapel Street in South Yarra, Melbourne, will also bring the campaign to life.
T o start planning your trip to the Red Centre, visit northernterritory.com/kangaroo.
