‘Life’s too short’ so ‘go to a better place’ while you can and ‘Do the NT’. That’s the message tourism leaders are pushing to Aussies in a new integrated ad campaign.
Unveiled last week, Tourism Northern Territory recruited creative agency, Common Ventures, to help launch ‘It’s About Time, a campaign which is designer to draw viewers’ attention with humour and leaving them with a sense of urgency.
As an extension to the current ‘Do the NT’ brand position, the campaign uses three key components to create a strong, compelling story arc – the concept of limited time, the humour and larrikin persona of the NT and the current brand positioning of ‘Do the NT’.
Additionally, a theme of ‘Time’ is pushed throughout the videos to give those who have ever thought of booking a trip to the NT the urgency to go ahead and book.
Brian Merrifield, Executive Creative Director of Common Ventures said the new strategic direction, ‘It’s About Time’ will change the mindset of potential domestic travellers.
“By focusing on time and the havoc it plays with our holiday decision process, the campaign is aimed to speak to anyone and everyone who has ever wanted to visit the NT.”
Brian Merrifield, Common Ventures Executive Creative Director
Launching the new campaign, Tourism NT’s Director of Domestic Marketing Tony Quarmby said it will help build on the progress of the bureau’s ‘Do the NT’ rebrand, which was launched in 2013.
He explained that over the last years domestic visitation has climbed six percent and increased NT awareness by 50 percent.
“This new phase in the ‘Do the NT’ brand evolution focuses on the element of Time”.
Tony Quarmby, Tourism NT Director of Domestic Marketing
“The Northern Territory needed to remove the sweeping landscapes, passive activities and operatic anthems and replace them with real and accessible experiences, so that consumers can relate to the destination and be motivated to be a part of it.
“In addition to making a visual departure from the norm, the strategic direction and creative execution also needed to leave the audience with a strong sense of urgency and excitement to book a trip sooner rather than later.”
