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Tourism Central Australia launches ‘Get Out There’ campaign to get Aussies exploring

Tourism Central Australia has launched a new campaign to increase consideration of the Red Centre by Australians for their next holiday, encouraging them to try something they might not have experienced before. 

Tourism Central Australia has launched a new campaign to increase consideration of the Red Centre by Australians for their next holiday, encouraging them to try something they might not have experienced before. 

The ‘Get Out There in the Red Centre’ campaign, developed by KWP! Darwin for Tourism Central Australia, will feature unique, ‘out there’, experiences across Alice Springs and the Lasseter Region, home to the World Heritage-listed Uluṟu-Kata Tjuṯa National Park and Watarrka National Park (Kings Canyon). 

Creatively the campaign showcases a range of different, and unexpected, ways to experience the Red Centre such as heli-biking from Alice Springs in the West MacDonnell Ranges, motorbike tours in Uluṟu-Kata Tjuṯa National Park and immersive and cultural events such as Parrtjima.

The campaign seeks to connect with domestic consumers based on their interests and encouraging them to get out there and amongst what they love on a trip to Central Australia. 

Tourism Central Australia
Exploring Kata Tjuta aboard a Uluru Motorcycle Tours Harley Davidson. Image: Tourism NT and Stephen Parry

The campaign which is mainly content based will run in conjunction with several partners including The Australian, ESCAPE, GQ, Wish, Stellar, Concrete Playground, We Are Explorers, Great Walks, Flow Mountain Biking and Places We Swim. 

Trade partnerships and digital conversion campaigns will run alongside these content partnerships into 2022.

Additionally, Tourism Central Australia has launched bespoke packages for the first burst of the campaign targeting adventure seekers and outdoor enthusiasts whilst additional packaging will be released over the coming 12 months, targeting various other interest groups such as art lovers, events goers, and road trippers.  

Tourism Central Australia
Finke Gorge National Park. Image: Tourism NT and Jake Appleby

The ‘Get Out There’ campaign has been made possible due to grant funding from the Australian Government under the Recovery for Regional Tourism Program, an initiative of the $1billion COVID-19 Relief and Recovery Fund.

“We are very excited to launch the ‘Get Out There’ campaign with Austrade and our partners to showcase how much there is to do on holiday in the Red Centre” says Tourism Central Australia CEO Danial Rochford. 

“This campaign will provide a much-needed boost to tourism operators in and around Kings Canyon, Alice Springs, and Uluru. 

“Our key message to Australians is to get out and amongst it in the Red Centre,” Danial Rochford concluded. 
 
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