Publicis Mojo is behind a new national brand message and ad campaign for Tourism NT – ‘Do the NT’.

The $1.2 million campaign kicked off last night and includes TVCs, print and digital advertising showcasing a range of unique Northern Territory experiences.

Tony Mayell, CEO of Tourism NT, said: “The Northern Territory continues to be a destination that consumers aspire to travel to and our brand promise remains clear – stunning, spiritual, cultural and natural. However, it has been thought of as a ‘one day’ destination, one-dimensional and passive.

“We haven’t changed. The NT is still the fun-loving, uncomplicated and down to earth place you’ve always been familiar with. We’re just getting better at educating consumers about how much there is to do and is on offer here.”

The campaign was brought to life by Publicis Mojo, ZenithOptimedia and Razorfish.

Joe Pollard, CEO of Publicis Mojo, said: “The new campaign is a fundamental shift from the place where you ‘go’ to the place you ‘do’, which to all of us is more exciting, less passive and shows the NT through a fantastic new lens.”