Northern Territory Government Newsroom

Welcome to the world’s biggest art gallery

The Northern Territory is once again being promoted as the ‘World’s Biggest Art Gallery’ with a two-phase Territory Arts Trail campaign set to roll out nationally from today.

Promoting the Territory as the premier destination to experience art and culture, visitors are encouraged to discover living art and culture and encounter the bigger picture on the Territory Arts Trail.

The campaign creative has been aligned with Tourism NT’s refreshed brand, and while it retains a focus on the NT’s Aboriginal art and cultural experiences, the Territory Arts Trail also promotes contemporary art experiences to visitors including the Darwin Street Art Festival, Parrtjima: A Festival in Light and the upcoming Bruce Munro: Tropical Light.

Targeting travellers interested in arts and culture, the campaign features a new interactive ‘Build your Territory Arts Trail’ tool to plan your arts trail travel itinerary along with the latest travel deals and offers.

A new shareable Territory Arts Trail interactive brochure has been created as part of the campaign refresh to promote arts trail tours and event highlights by region with consumers encouraged to take a journey on the Territory Arts Trail and choose from suggested itineraries or create their own trail itinerary.

The Territory Arts Trail will also feature within a special edition of Stellar Magazine in February 2020.  Stellar magazine is Australia’s most read weekly magazine reaching 625,000 readers across New South Wales and Victoria plus an additional 250,000 + on their social platforms.

NT art centres and artists from Jilamara Art Centre in the Tiwi Islands and Aboriginal Bush Traders in Darwin, along with local identities from Darwin, Tiwi Islands and Baniyala in Arnhem Land are currently starring in Qantas’ inflight entertainment series Our Town, which will screen on Qantas flights for the month of October.

The national campaign is in market from 15 October to 30 November 2019, followed by a second burst from 1 February to 29 February 2020. View the online promo here 

For Territory Arts Trail holiday deals and to build your own art trail visit www.territoryartstrail.com

Quotes by General Manager Marketing Tourism NT, Tony Quarmby:

“The Territory Arts Trail campaign will promote the Territory’s art centres, festivals, events, Aboriginal rock art sites, commercial and public art galleries as well as cultural tours.

“The NT’s reputation as the place to experience authentic Aboriginal art and cultural experiences is cutting through what is a highly competitive market with the initial arts trail campaign from earlier this year providing potential travellers more than 30 million opportunities to see the arts trail advertising via digital media.

“During the first phase of the campaign, the Territory Arts Trail website (www.territoryartstrail.com) had more than 32,000 visitors and over 7,000 explored region specific arts trail pages with the promotion through national breakfast TV programs Sunrise and the Today Show achieving a combined reach of 11.9 million viewers.

“Through the Northern Territory Government’s Turbocharging Tourism investment we are building a nationally significant Arts Trail and bringing thousands of more visitors to the NT, injecting millions of dollars into the economy and creating local jobs.”

Attachments:

Media Contact: Department of Tourism, Sport and Culture 0428 052 647

 


Example of online advertising to promote the Territory Arts Trail (PDF)