Tourism NT has launched an hilarious social campaign that features Aussie comedians Alex Williamson, Harley Breen and Tanya Hennessy taking the piss out of their home states.
The ‘Get out of the state you’re in’ campaign was created and produced by Common Ventures with the hope to create cut-through with social media engagement, while also continuing to maintain existing levels of brand awareness of ‘Do the NT’ in the domestic market.
The campaign is supported through Snapchat, Instagram and Facebook, and to date has garnered over 4,000 shares.
To further utilise Instagram and Snapchat, the campaign also featured social footage shot on the day with the comedians iPhones, which was then uploaded to coincide with the campaign launch.
Alastair Shields, CEO of the Department of Tourism and Culture at Tourism NT, said: “’Getting out of the state you’re in’ means more than just physically travelling. It’s about getting out of a rut, day-to-day norms and your current state of mind.
“Sydney’s traffic, Adelaide’s cold nights and Melbourne’s beaches – there are so many reasons to get out of those states and visit the Northern Territory.”
Brian Merrifield, managing director and executive creative director at Common Ventures, said: “It was exciting to work so closely and collaboratively with the Tourism NT team due to their willingness to speak to their audience in a way that they genuinely appreciate.
“We all love the videos and are glad they have been received so well by those they were made for.
“Millennials have turned to platforms like Instagram and Snapchat for travel inspiration, so it made sense to make a tourism campaign built for social consumption, instead of making a TV ad that is uploaded to YouTube.”
Creative and production: Common Ventures
Executive creative director – Brian Merrifield
Co-creative directors – Jane Burhop and James Crawley
Creative – Daniel Nutman
Senior account director – Alex Don
Account executive – Megan Deveson
Designers – Logan Muir and Hugh Inglis
Producer – Tim Russell
Director – Nick Russell
Line producer – Daisy Bray
First AD – Jose Marquina
DOP – Dale Cochrane
Camera assistant – Jackson Gallagher
Second camera operator (Queensland) – Frank Souter
Editor: The Butchery
Sound: Method Studios
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