Tourism Northern Territory has launched a new national marketing campaign to celebrate the unique travel experiences that make NT ‘Different In Every Sense’.
The campaign was unveiled by the Hon Natasha Fyles MLA, the Northern Territory’s Minister for Tourism and Hospitality. It is aimed at inspiring domestic travellers who are facing ongoing travel restrictions to experience something truly different right here in Australia.
Tourism Northern Territory noted that visitors often reflect on how the destination has surprised and delighted them. The campaign focuses on the Territory’s ability to offer visitors the space to be themselves, express their individuality and connect to the land.
Led by a two-minute TVC, the campaign will air across TV, video-on-demand and cinema, as well as print and relevant digital channels.
Tony Quarmby, Executive General Manager Marketing at Tourism NT said, “the Northern Territory is not a normal holiday, and the launch of our Seek Different campaign today highlights our uniqueness to the rest of the country.”
“The Seek Different messaging is the next step in bringing to life our Different in Every Sense brand positioning, and we feel now is the right time for consumers to see that by seeking something different they can break free and escape the anxiety that this last year has left us all with.”
The campaign was produced for Tourism Northern Territory by the team at KWP!.
Group Account Director Tristan Glover said, “bringing ‘Different in every sense’ to life in a major campaign is the culmination of a lot of great strategic and creative work in our partnership with Tourism NT.”
“The last year has been so surreal and challenging for so many in Australia but through 2020 we were still able to shoot an incredible campaign. We are excited to share it with the rest of Australia and invite them to add the Territory to their travel plans for 2021.”
KWP! Executive Creative Director, Corey Swaffer, added, “wouldn’t it be boring if everyone and everything was the same? Thankfully that’s not the case. Especially in the Northern Territory.”
“Yes, the Territory is in Australia but it’s not the Australia we know living in Sydney, Melbourne, Brisbane, or other parts of the country. And it’s not just the landscape that’s different.”
“From your morning commute to your evening spin class, from backyard barbecues to binge watching, everything is done differently up here. Which is a big part of the attraction. This campaign taps into our inherent craving for different and celebrates it. It’s timely too, because I’m sure everyone could use a little different this year.”
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