With tongue placed firmly in cheek, Tourism NT has capitalised on its year-round natural attributes to invite Aussies to enjoy an early summer holiday in the Northern Territory and escape the winter weather elsewhere in the country.
The integrated marketing campaign mocks the overwrought style and exposure of movie blockbuster trailers with a 60-second hype reel TVC that aims to reposition the timing of summer holidays in the minds of Australians to beat the December crowds now.
Cue the swelling music and breathy voiceover as the TVC sneakily stuffs in all the amazing scenery and activities on offer in the Northern Territory, while knowingly nodding to its unique appeal and year-round tropical climate.
The multi-phased campaign will run across cinema, TV, digital and OOH (out-of-home) with real-time weather reports to let the rest of Australia know what they’re missing out on in the NT.
“As our summer season kicks off earlier than other parts of Australia, we are posing the question: ‘What are you waiting for?'” Tourism NT Executive Director of Marketing Tony Quarmby said.
“We have the best weather, fewer crowds and lower prices through great deals from September onwards, so why wait until December for your summer holiday?”
Realised by creative agency KWP!, Integrated Team Lead in Darwin Tristan Glover said: “With this campaign, we’re encouraging our mates down south to start their summer early here in the Territory.
“September onwards is the perfect time to visit with balmy days and nights and coupled with our incredible events, landscapes and ancient culture, it’s time to tick the Territory off your bucket list with an early summer trip.”
Mango Communications Managing Director Tabitha Fairbairn added: “We’re excited to shake up the idea of an Aussie summer and ignite the desire to visit the Territory during the early summer season among more Australians.”
The Tourism NT summer campaign will offer earlybird summer deals to the NT with campaign partners Virgin Australia, Webjet, Expedia, Travello, Holidays of Australia, Tripadvisor and Britz delivering massive savings to consumers travelling from September 2022 to March 2023.
To find out more and for the latest deals, check out northernterritory.com/summer
