Tourism Northern Territory is attempting to lure fashion-conscious 18-35 year old women to the Territory through a partnership with Aussie fashion label Bless’ed Are The Meek.
The partnership saw Northern Territory landscapes form the backdrop for the fashion brand’s Spring Summer 2013 collection which was unveiled at the Mercedes Benz Fashion Week Australia.
Consumers will have access to content from the NT shoot via querty codes sewn into roughly 28,000 garments from the new collection.
Guests entering the fashion show “will be immediately transported into the iconic, beautiful landscapes of Australia’s own backyard, the Northern Territory”.
Tourism NT worked with the creative team behind Bless’ed Are The Meek to select the scenery to be displayed in the lookbook.
Adam Coward, executive director of marketing and communications at Tourism NT, said: “This partnership is a great example of how tourism bodies and fashion brands can present Australia to domestic and overseas markets through new and innovative technology. It also offers us a unique opportunity to reach a new audience of fashion-forward 18-35 year old women who may never have considered the NT as a holiday destination.”