Tourism NT Invites Visitors To Connect With Aboriginal Cultures In New Work From Common Ventures

Tourism NT Invites Visitors To Connect With Aboriginal Cultures In New Work From Common Ventures
Andrea Kerekes
By Andrea Kerekes



Tourism NT has launched a new, national marketing campaign, ‘Culture is closer than you think’, reminding Australians of the many unforgettable Aboriginal experiences available only in the Northern Territory.

Running across digital, OOH, social media, YouTube and PR, and supported by paid and earned media and influencer partnerships, the campaign highlights that no passport is needed to experience truly amazing culture, including some of the world’s oldest continuous living cultures, which are on every Australian’s doorstep.

Produced by creative agency Common Ventures, the campaign is accompanied by two dedicated itineraries for both the Top End and Red Centre, as well as an education video for travellers – voiced by NT local, Gurindji man and prominent ABC radio presenter Charlie King.

Tourism NT’s executive director of Marketing, Tony Quarmby, said: “Nowhere lets you connect with Aboriginal cultures like the NT which is home to a rich and diverse range of authentic Aboriginal experiences. Here in the NT, you don’t just see it, but can immerse yourself in cultures that are thousands of years old.”

“We are very lucky to have countless ways that visitors can learn and connect with Aboriginal cultures in the NT, whether it’s in a Saltwater Ceremony in Darwin, exploring ancient rock art galleries in Kakadu, camping on Country in Arnhem Land, visiting art galleries in Alice Springs, experiencing cultural festivals like Parrtjima – A Festival in Light and Taste of Kakadu, or learning about the ancient stories of Uluru.”

Paul Ah Chee Ngala, chair of the Aboriginal Tourism Committee, added: “The NT’s Aboriginal Tourism Strategy found that 80 per cent of visitors to the NT would like an Aboriginal tourism experience.”

“This new campaign will share more than 150 authentic Aboriginal experiences and offerings that we have here in the NT – many of which reside in local Aboriginal communities. These include close to 50 bookable Aboriginal cultural tours, plus Aboriginal art galleries, accommodation providers, ethical retailers and natural attractions like national parks. The campaign will continue to develop a sustainable and prosperous Aboriginal tourism sector across the NT, and one that is at the forefront of Aboriginal tourism in Australia.”

Tourism NT’s ‘Culture is closer than you think’ campaign follows the launch of its ‘Summer starts early’ campaign in July 2022, and its multi-award winning ‘Seek Different’ campaign which has launched into the New Zealand market.

The New Zealand iteration of ‘Seek Different’ – originally planned for launch in late 2019 before Covid-19 hit, rolls out with a 30-second TVC across NZ television and video-on-demand platforms, as well as digital channels including YouTube, Facebook and Instagram.

The New Zealand ‘Seek Different’ campaign is also supported by print and OOH advertising, a media partnership with The New Zealand Herald and a range of PR, social, influencer and owned content activities including the launch of a dedicated microsite that will host guides and deals to help New Zealand travellers plan their visit.

The media strategy, executed by Atomic 212, will target the 50+ high value traveller segment specifically in Auckland and the North Island.

Credits:

Client: Tourism Northern Territory

Executive Director of Marketing: Tony Quarmby

Director, Domestic of Marketing: Monika Tonkin

Consumer Marketing Manager: Erin Fouracre

Trade Marketing Manager: Alice Bowden 

Creative agency: Common Ventures

Executive Creative Director: Brian Merrifield

Creative Director: Madeline Smith / James Crawley

Senior Account Director: Drew Tweddle

Senior Creative: Daniel Nutman

Creatives: Masha Rimsh, Tom Barker

Designer: Josie Young

Music: Skinnyfish Creative

Media agency: Atomic 212 

PR agency: Access PR

 




Please login with linkedin to comment

Common Ventures Tourism NT

Latest News

iSelect Launches New Brand Campaign ‘Save More’ Via Howatson+Company
  • Advertising
  • Campaigns

iSelect Launches New Brand Campaign ‘Save More’ Via Howatson+Company

Comparison service iSelect, in collaboration with Howatson+Company, has unveiled a creative brand platform, ‘Save More’. The new platform highlights iSelect’s mission to make Australians’ lives easier by saving them time, effort and money on their household bills. This marks a new and exciting collaboration for Howatson+Company, after their appointment as creative agency by iSelect in […]

In The Making Expands Into Melbourne
  • Media

In The Making Expands Into Melbourne

In The Making – a rising star of the Brisbane PR, Content and Digital scene – has established its Melbourne office in response to new client wins. The move comes as In The Making is appointed by thrift store powerhouse, Savers Australia, and also extends its contract with another Melbourne brand, BOUNCE Inc. Launched in […]

It’s Off The Crisper Sale! Introducing KFC’s New Original Crispy Burger Series
  • Advertising

It’s Off The Crisper Sale! Introducing KFC’s New Original Crispy Burger Series

The new original crispy burger series, which has been double breaded for the ultimate crispy bite, will be a permanent feature on the KFC menu. Aussies can get their hands on the original crispy burger for free this week at ‘The Original Crispery’, a KFC pop-up experience where everything is double breaded and fried. Yes, […]

Spotlight On Sponsors: Rugby Australia Sign First Dedicated Female Retailer
  • Marketing

Spotlight On Sponsors: Rugby Australia Sign First Dedicated Female Retailer

Rugby Australia has signed its first dedicated female retailers for its Sevens Women’s Squad and the Wallaroos. Meanwhile, Wests Tigers’ struggles are far from over after they lost a one-million-dollar sponsorship deal with Brydens Lawyers. Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world. […]

Mars Agency Rebrands As Mars United Commerce
  • Advertising

Mars Agency Rebrands As Mars United Commerce

The Mars Agency has rebranded to reflect its transformation into an enterprise-wide solutions partner for the commerce marketing industry. The Mars Agency has officially rebranded as Mars United Commerce, a name reflecting its transformational growth into a full-service commerce marketing partner for brands and retailers. Mars United Commerce fully embodies the ongoing evolution of the […]

Azerion Expands Platform With Interactive Video Products
  • Advertising

Azerion Expands Platform With Interactive Video Products

Azerion is proud to unveil its latest suite of video solutions, designed to drive consideration and engagement across JAPAC. As demand for high-quality video advertising in trusted environments continues to increase, Azerion is poised to meet this user preference with its advanced video solutions, placing brands at the forefront of consumer attention with impactful creative […]

Inside NGEN: Seven’s Rachael Everett On What We Can Learn From Sport
  • B&T Exclusive

Inside NGEN: Seven’s Rachael Everett On What We Can Learn From Sport

In this month’s monthly column with NGEN, the MFA’s training program for media professionals with less than five years of experience, Seven’s sales executive Rachael Everett shares the lessons we can learn from sport, and how key sporting moments can help give perspective to our own lives. When people query my immense passion for sport, […]

Cairns Crocodiles The Work: Changing the World Campaign Presented By Pinterest
  • Campaigns

Cairns Crocodiles The Work: Changing the World Campaign Presented By Pinterest

No one would work in this industry if we did not believe that a good campaign has the power to change the world. With less than a month to go until the first ever Cairns Crocodiles Awards ‘presented by Pinterest’  we wanted to shine a light on the incredible entrants who are achieving good with […]