north territory

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1 Background Tourism Northern Territory is the tourism body for Australia’s Northern Territory The Northern Territory is Australia’s real Outback and home to the iconic natural wonders of Kakadu National Park and Uluru/Ayers Rock Aboriginal people hold a spiritual connection to this land; their 40,000 year old story is shared on rocks and canvas, discovered in the sand and passed down through generations The Northern Territory is blessed with diverse and contrasting environments, where change is the only constant Intriguing and spectacular wildlife vary dramatically from the deserts of Red Centre to the tropics of the Top End The “NT” is renowned for its colourful outback characters. Larger than life and only too willing to share a yarn or two, it's hard not to fall in love with the down to earth attitude

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Page 1: North Territory

1

Background

Tourism Northern Territory is the tourism body for Australia’s Northern Territory

The Northern Territory is Australia’s real Outback and home to the iconic natural wonders of Kakadu National Park and Uluru/Ayers Rock

Aboriginal people hold a spiritual connection to this land; their 40,000 year old story is shared on rocks and canvas, discovered in the sand and passed down through generations

The Northern Territory is blessed with diverse and contrasting environments, where change is the only constant 

Intriguing and spectacular wildlife vary dramatically from the deserts of Red Centre to the tropics of the Top End

The “NT” is renowned for its colourful outback characters.  Larger than life and only too willing to share a yarn or two, it's hard not to fall in love with the down to earth attitude

Page 2: North Territory

2

Background

Darwin is the Northern Territory’s capital city

Page 3: North Territory

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Challenge

To reach and influence Tourism Northern Territory’s target audience of ‘Spirited Travellers’, increasing their preference and intention to visit Darwin for their next domestic holiday

To change and enhance Australian’s perceptions about Darwin and its surrounds, reinforcing its features while leveraging the Northern Territory brand positioning of ‘Nature and Culture’

To spark interest in Darwin as a vibrant ‘must see’ destination

Page 4: North Territory

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Challenge

The campaign must communicate all the following destination features:

A Harbour CityWith dining, cruises, sailing and fishing; a modern tropical

city surrounded by water on three sides

Outdoor Lifestyle/FestivalsA culture of outdoor lifestyle expressed through dining,

markets and events with a tropical climate

History/HeritageYouthful, multicultural, vibrant & historical

Gateway to world class ‘Nature and Culture’A gateway to amazing destinations including Litchfield, Kakadu and Tiwi Islands,

plus outback experiences (related to those in ‘Australia’ the movie)

Page 5: North Territory

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Consumer InsightsSpirited Travelers

People who are predisposed to frequent, longer travel that involves cultural and nature discovery. This audience is broken down into 3 segments:

Young & Restless

18-29 years old with no children at home

They are likely to travel with a partner or group of friends, stay in backpacker

hostels, hotels or with friends

Ready, Set, Adventure

30-39 years old and may have children(aged 8+) at home

Travel with a partner or as a family; stay in hotels, tents or with

friends

Great Outdoors

40-54 years old with children (aged 8+) at

home

Travel with a partner or as a family; stay in self-contained units, hotels, tents or with

friends

Page 6: North Territory

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Consumer Insights

AttitudeDomestic travel has become a viable and affordable option

due to the impact of the economic downturn

• A stronger AU$ making it more expensive to travel abroad

• High oil prices making it more expensive to fly long haul

BehaviourGrowing trend of Australians

taking holiday snacks (3-4 day breaks) rather than the historic 2 week long haul

holiday

Therefore they require these breaks to be rich in experiences

MediaTraditional media continues to

play a role in their lives as habitual intake

Online media consumption is high and increasing, especially amongst

the more established media

properties

Page 7: North Territory

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Strategy

TVImmersiveexperience

MagazinesRead at leisure

for inspiration

OnlineDetailed or brief

categorised information

Showcase Darwin as a vibrant city offering a wealth of different experience

Editors Journey• A joint promotion with News Ltd and Lifestyle Channel

• 4 Editors from 4 magazines travel to Darwin to write editorial about their experiences• The Editors Stories are published in each of the magazines (offline and online)

• Interstitials on the Lifestyle Channel to spread awareness and drive people online• The online component allows readers to win their favourite editors experience

Integrated solution to display multi-media communications, tailored to the individual’s environment

Page 8: North Territory

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TVTV

Implementation

Magazines Magazines Magazines Magazines

Microsite

Online Display

Online Display

Online Display

TV

Page 9: North Territory

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TV

• There was close collaboration between MPG, Media Contacts and our chosen partners News Ltd & Lifestyle Channel

• The interstitials on Lifestyle channel promoted the magazines and microsite

• The magazines drove people to enter the competition online and cross promoted the other articles

• The online display activity led to the microsite for more information and to enter the competition

Implementation See attached Interstitials

Page 10: North Territory

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Results

Surpassing Tourism Northern Territory’s objectives

The competition page was viewed over 75,000 times and resulted in 3,613 entries

1,937 people opted in to receive more information about Darwin and the Northern Territory

We reached an impressive 1,394,018 unique users during the campaign

Solving their communication problem

This activity highlighted the wealth of experiences available in Darwin

The magazines provided longer form, entertaining inspiring content

The editor’s testimonies created credibility from trusted advocates

PLEASE SEE DELICIOUS ARTICLE

ATTACHMENT

PLEASE SEE VOGUE E+T

ARTICLE ATTACHMENT

PLEASE SEE INSIDE OUT

ARTICLE ATTACHMENT

Page 11: North Territory

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Results

The microsite allowed people to plan their Darwin itinerary and explore images and content at their leisure

An average dwell time of 3.21 minutes proved a highly engaged audience

Benchmark

Similar travel competitions on the News Ltd network usually garner around 2,000 entries; 3,613 is an excellent result