Tourism Northern Territory: Pushing the NT off Aussies' bucket lists and onto their to-do lists

This case study explains how Tourism Northern Territory, a government body, increased visitor numbers to the Northern Territory (NT) in Australia by reframing the area as a place you 'do' rather than 'go' or 'see'.

Tourism Northern Territory: Pushing the NT off Aussies' bucket lists and onto their to-do lists

Publicis MojoTourism Northern Territory

What was the strategic communications challenge?

With its vast red deserts, tropical wetlands and stunning rock formations, the Northern Territory sits as much at the centre of the Australian spirit as it does at the centre of our continent. However, for Tourism NT, the primary body for promoting the region as a holiday destination, it was proving a challenge to shift the Northern Territory out of our cultural imagination and onto this year's travel itinerary. In fact, the NT had...

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