NT Government Launches ‘The Territory, Boundless Possible’ Via The Royals

NT Government Launches ‘The Territory, Boundless Possible’ Via The Royals
SHARE
THIS



A new Northern Territory master brand is challenging outdated perceptions of Australia’s northern-most territory by presenting the reality of the opportunity, ingenuity and lifestyle on offer for those willing to make the move.

Titled “The Territory, Boundless Possible”, the new brand strategy created by The Royals aims to attract investment, business and people to the region by challenging perceptions of the Territory as isolated, tough and lacking in opportunities.

The first phase of the rollout encourages local Territorians to hear and tell their story and includes a long-form narrative, logo, short film, press and radio.

Phase two scheduled for later in the year starts broadcast to audiences outside The Territory.

The campaign will target 2.8 million Australians identified by research as being open to living, working and investing in the Territory.

Referred to as ‘Committed Opportunists’, this group is aged between 25 and 45, is career-minded, single or with young families and feeling frustrated with life in large capital cities.

The Royals managing partner Andrew Siwka said: “Shifting entrenched perceptions of an entire region is not an easy task and the sort of project The Royals revel in.

“‘The Territory, Boundless Possible’ perfectly describes the Territory as a place where anything is possible and we’re confident it will have the desired impact of attracting people, jobs and economic growth to the region over the next two years and beyond.”

Chief Minister Michael Gunner added: “We want to show the world that the Territory is a land of opportunity, but to unlock the full potential of Northern Australia – to create jobs and attract people – we need to put the modern Territory story forward.

“‘The Territory, Boundless Possible’ is like no other brand historically used to reposition the Territory.

“The story behind it is about changing perceptions, not only in living rooms around Australia, but in the halls of Federal Parliament, in offices, in boardrooms – from Sydney to Singapore.”

The first stage of the campaign has launched in the Northern territory this week.

An international launch will take place at the Reaching South to the Territory trade mission in Shenzhen, China later this month, followed by a national launch at the Facing North business mission in Canberra.

Please login with linkedin to comment

NT government the royals

Latest News

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications
  • Marketing

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications

To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]

The MFA Launches A Diversity, Equity And Inclusion Advisory Council
  • Advertising
  • Media

The MFA Launches A Diversity, Equity And Inclusion Advisory Council

The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]

Theory Crew Snares Four New Clients
  • Marketing

Theory Crew Snares Four New Clients

One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments
  • Media

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments

SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]

Spinach Appointed By Property Developer Beulah
  • Marketing
  • Media

Spinach Appointed By Property Developer Beulah

Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]

Digitas APAC Appoints Adrian Farouk To CEO
  • Media

Digitas APAC Appoints Adrian Farouk To CEO

Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]

Magnite Confirms Australian Leadership Team
  • Media

Magnite Confirms Australian Leadership Team

Magnite (Nasdaq: MGNI), the world’s largest independent sell-side advertising platform, today announced that James Young will remain as Managing Director of Australia for Magnite following the acquisition of SpotX.

Sports Teams Unite In Latest Campaign Against Sports Bet Advertising
  • Campaigns

Sports Teams Unite In Latest Campaign Against Sports Bet Advertising

Major sporting clubs and local sporting leaders have united in response to community concern about the effect of prolific sports betting advertising on young people in the Victorian Responsible Gambling Foundation’s new Love the Game campaign. The ‘Join the club’ campaign includes elite and community level players and administrators, parents, kids, umpires and coaches from […]

The Monkeys ECD Vince Lagana Departs
  • Advertising

The Monkeys ECD Vince Lagana Departs

Monkeys ECD Vince Lagana has departed the agency, but not before helping himself to those lamb chops in the freezer.