Atomic 212° has unveiled a new marketing campaign to drive visitors to the Northern Territory.
By leveraging the hit movie Top End Wedding and a six-part web series created by Tourism NT called Location Scouts designed to run in the months leading up to film, Atomic 212° developed a multi-channel content and media campaign to drive tourism to the Northern Territory.
The campaign included a partnership between Atomic 212° and Nine Network centred on a “Win A Top End Wedding” competition. The partnership with Nine covered Today, Married at First Sight, 9Honey and other media brands, and generated a 12 times return on investment.
In a first for Tourism NT, Atomic 212° worked closely with the client’s marketing and digital teams to implement a responsive landing page on the Tourism NT website which changed priority content as users moved from awareness to consideration and then to conversion.
Executed in three bursts from February to July, the campaign saw more than 136,000 visits to Tourism NT’s website – a record result for a campaign – with over 13,000 people entering the competition with Nine to win a free wedding in the Northern Territory.
The campaign scored strongly in terms of prompted advertising awareness and contributed to significant shifts in perceptions, including the Northern Territory being “on trend right now” and a place to hold a destination wedding.
Tourism Northern Territory executive general manager marketing, Tony Quarmby, said: “The brief we gave Atomic 212° was challenging and called for innovative and strategic creative and media thinking to deliver the results we wanted.
“The agency took the Top End Wedding movie and built a clever, engaging and fun campaign around it, covering different channels and media. The response from consumers was great and we’re very happy with the results.”