Tourism and Events NT has returned with the second year of its ‘Best Kept Season’ platform via KWP+Partners, evolving the campaign to showcase the range of reasons travellers should visit the Northern Territory between September and April.
The refreshed creative builds on last year’s strategic repositioning of the Northern Territory, which sought to shift perceptions of the September-to-April period and position it as a high-value travel season rather than a time to avoid.
This year, KWP+Partners has moved the platform beyond a single proposition, building a flexible creative system around the idea of “so many reasons”.
The campaign aims to demonstrate that fewer crowds, more space and different experiences are not compromises for travellers, but part of the appeal of visiting the Territory during its Best Kept Season.
The creative uses a series of executions to bring those reasons to life.
One features a woman taking in a sweeping mountain view, with the line “Same views without the queues”, while another shows travellers cooling off in a river under the Territory sun.
The campaign will promote both the Top End and Red Centre, with the refreshed platform rolling out across TVC, OOH, radio, digital and social from September.
According to KWP+Partners, the new creative system has been designed to give the platform longevity, allowing different experiences and destinations to be built into the campaign over time.
Tristan Glover, Darwin director at KWP+Partners, said the second year was about expanding the idea established in the first campaign.
“Year One established the idea. Year Two was about giving it room to grow, so we built something flexible enough to keep adding all the incredible reasons to visit,” Glover said.
