Campaign details
Brand: Northern TerritoryBrand owner: Tourism Northern TerritoryLead agency: Atomic MediaContributing agency: BalanceMarket: AustraliaIndustries: Destinations and locationsMedia channels: Cinema, Content marketing, Online display, Public relations, Social media, Websites & micrositesBudget: 500k - 1 million
Executive summary
Following a seven-year decline in tourism, Tourism Northern Territory commissioned research that reported that the 'Top End' of the Territory's awareness as a holiday destination had significantly declined. Even among those who were aware of the Top End, their perceptions of the destination were dated, inaccurate and often...