Tourism Northern Territory and its creative agency Common Ventures have launched a new campaign that leaves viewers with a sense of urgency to plan their holiday to the NT before it’s too late.

‘It’s About Time’ is an integrated campaign that includes brand and regional TVCs, print, digital and social media and is an extension of the current brand positioning ‘Do the NT’. 

Tourism NT’s director of domestic marketing Tony Quarmby said: “The Northern Territory needed to remove the sweeping landscapes, passive activities and operatic anthems and replace them with real and accessible experiences, so that consumers can relate to the destination and be motivated to be a part of it.

“In addition to making a visual departure from the norm, the strategic direction and creative execution also needed to leave the audience with a strong sense of urgency and excitement to book a trip sooner rather than later.”

Executive creative director of Common Ventures Brian Merrifield, said the new strategic direction will change the mindset of potential domestic travellers. 

“By focusing on time and the havoc it plays with our holiday decision process, the campaign is aimed to speak to anyone and everyone who has ever wanted to visit the NT,” Merrifield said.

“Rather than putting it off until the next big trip or thinking a weekend away is not enough, the campaign is designed to prove that now is the best time to get away and any doubts you have can quickly be dispelled in a simple sentence – Life’s too short.”