‘Stop Guessing, Start Doing’ New Tourism NT Campaign
We’ve all seen Australian tourism ads. Epic aerial shots of deserted beaches. A table jam-packed with fancy meat. A buff Australian celeb. Sometimes it’s hard to tell whether you’re in far north Queensland or 90210.
This month, building upon their strategy of the 2015 brand campaign ‘It’s about time’, Tourism Northern Territory and its creative agency Common Ventures have launched a new TVC that continues to push the brand away from the traditional constraints of Tourism advertising.
As those who have visited know – there’s so much more to the NT than meets the eye. However, the perception of the NT can be slightly limited and for some – they never get past The Rock, the desert and the long, dusty roads. This TVC not only covers off the abundance of things to do in the NT, but it showcases the uniqueness of activities available. Some of the NT’s more obvious landmarks take a back seat to the territory’s fine dining spots and natural infinity pools as the audience is pushed to ‘Stop guessing and start doing’.
Tourism NT’s A/Manager of Consumer Communications, Monika Tonkin said that “the campaign builds upon the urgency of the 2015 campaign by demonstrating that the Northern Territory is great value for a domestic holiday destination. The new TVC adds a layer of iconic regional landscapes, NT humour, accessible adventure, breadth of experiences and value offers to illustrate a trip to the NT is worth the money”.
“By using humour and unconventional destination footage, we were able to push the TVC creative into a space that really reflects the affable, larrikin nature of the territory.”
Jane Burhop, Creative Director of Common Ventures went on to explain the approach taken to show off this uniqueness and how demonstrating value through the variety and quality of experiences in the NT was the driving force behind the TVC concept.
‘A trip to the Northern Territory is a different kind of travel experience. It’s somehow awe-inspiring yet raw and real at the same time. By mimicking how people capture moments when they’re travelling, the camera is always in amongst the action – not just watching from the sidelines. In an effort to fuel a more emotive feeling, more and more brands are steering away from overly polished, sweeping shots to put you into a family lounge room, or in this case – you get to be the third wheel on a romantic getaway to the northern territory.’
Together, the Tourism Northern Territory Marketing team and Common Ventures worked closely with NT industry operators and suppliers to capture the unseen side of the region. Well acclaimed director Craig Melville from Jungle, in collaboration with NT Production House Global Headquarters, were brought on board to help Tourism NT and Common Ventures bring this spot to life.
CREDITS
Tourism Northern Territory Executive Director Marketing & Communications: Adam Coward
A/Manager of Consumer Communications: Monika Tonkin
Director Domestic Marketing: Suzanne Morgan
Agency: Common Ventures
ECD: Brian Merrifield
Creative Director: Jane Burhop
Copywriter: James Crawley
Strategic Planner: Damian Damjanovski
Senior Account Director: Alex Don
Production Manager: Gillian Smyth Production: Jungle Director: Craig Melville Producer: David Curry
Prod Manager/1st AD: Paula Gleeson
Executive Producer: Nick Simkins
NT Production: Global Headquarters
Director: Tiffany Manzie Director Of Photography: Simon Manzie
Music Track & Artist – Better Place – Dave Crowe
Sound House: Rumble Studios Media company: Atomic 212
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