Tourism NT are working to shift perceptions of the Northern Territory as a tourism destination, and have tailored active messaging* to motivate consumers to travel sooner rather than years in the future.
“The Northern Territory is not a place you go to, The Northern Territory is a place you do. And what you do is unlike anything else.” From the Tourism NT Domestic Brand and Style Guide)
1. CREATE A SENSE OF URGENCY
The ‘Fear Of Missing Out’ on an opportunity that others are getting experience is a great driving factor for people considering booking a holiday and creates a real sense of urgency, promoting customers to book ‘before it’s too late’.
2. PLAY ON EMOTIONS
Using ordinary looking people, talking about their loved ones who’ve ‘gone to a better place’ plays upon our emotions and in an amusing twist shows relatives enjoying sights and adventures the NT has to offer.
3. MULTI-CHANNEL CAMPAIGNS
Finally, in an attempt to strike up multi-channel conversation, NT Tourism also released free-to-air, cinema, outdoor advertising and social media campaigns three weeks after the TV ads and on-boarded travel affiliates to transform these prospects into bookings.
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