Tourism NT spills secrets in new ‘Best Kept Season’ national campaign via KWP+Partners

Tourism NT has launched a new national marketing campaign inviting Australians to discover the Northern Territory’s ‘Best Kept Season’ – the vibrant months of September to April when the Top End and Red Centre are at their most alive offering travellers the chance to experience something truly special.

Developed by KWP+Partners in collaboration with Tourism Top End, Tourism Central Australia and NT Major Events Company, the 12-week campaign is designed to promote more consistent visitation across the year. It highlights the secrets locals already know about off-peak travel in the NT – great value, nature at its most dramatic, exciting events, hidden gem experiences and the chance to enjoy it all with fewer crowds.

Coming to life through the voices of tourism operators and locals who share their favorite spots and insider tips, the campaign will run nationally across free-to-air TV, radio, BVOD and SVOD, out-of-home, print, online and social media.

The brand activity is being reinforced with conversion and deal-focused messaging, delivered through partnerships with Jetstar, Qantas, Tripadvisor, Luxury Escapes, Travel Auctions, Expedia, Helloworld and NT Now.

“The Best Kept Season campaign features a fresh look and feel for Tourism NT. Visitors are encouraged to experience the Northern Territory during this amazing time, from flowing waterfalls and unique markets without the crowds, to the best fishing in Australia and the spectacular Parrtjima – A Festival in Light.

“With targeted deals providing strong incentives to holiday in the NT, this campaign also gives Territory tourism operators the chance to show their own Best Kept Season offerings,” says Tourism NT Acting Chief Marketing Officer, Monika Tonkin.

Says Tristan Glover, Darwin Director of KWP+Partners: “As a Territory local, we all know the best time to experience the Territory is during our low season. The place comes alive in a million different ways. And now everyone is in on it!”

Over the past three years, Tourism NT has delivered seasonal burst campaigns to influence travel behaviour and perception. This year’s campaign introduces key strategic shifts, repositioning the NT as high value and reframing September to April as the NT’s Best Kept Season.

“This campaign is a highly collaborative one, and the industry, operators and stakeholders have been proactively involved in creating something authentic that will resonate with visitors,” says Tonkin.

To see more about the campaign, visit www.northernterritory.com/best-kept-season