The Northern Territory Government has launched a tender process in search of a brand specialist with a successful national and international track record to inspire people to think differently about the territory and encourage them to visit, live and invest there.
The NT ‘masterbrand’ will be developed to complement other population growth and investment strategies being developed by its government.
A ‘place brand strategist’ will either exist in an NT firm or be included as part of a collaboration/partnership with a national or international specialist.
The brand specialist will be responsible for delivering a campaign that attracts positive national and international attention and builds a strong NT brand.
The NT masterbrand aims to position the territory for the future, and will be unveiled as part of celebrations for the 40th anniversary of self-government in July next year.
NT government’s Department of the Chief Minister, CEO Jodie Ryan, said that the project was important to provide the territory with an edge in a highly competitive world marketplace.”
“The territory does not have a unique or identifiable brand that is widely available for local industries to market the NT,” she said.
“The NT masterbrand will help to build a more consistent vision and strategy for promoting the NT.
“There are a variety of brands and logos currently in use by the NT government and the broader business community, but this approach does not communicate a cohesive message about what the NT offers.
“It also doesn’t allow private enterprise to join the NT government in telling our story to the outside world.
“Developing a consistent branding and marketing strategy for the Northern Territory was a key point raised through the Economic Summits process.
“This initiative, which has the support of territory businesses, provides the perfect opportunity to develop a unified whole-of-Northern Territory approach through a cohesive brand strategy that unites government, industry and other territory organisations to promote the NT nationally and internationally.”