The Department of Tourism and Culture has partnered with leading global streaming music service Spotify to elevate the Northern Territory as a ‘must do’ destination among young travellers – with a free holiday to the NT to be won.

The campaign, launching Monday 8 May, forms part of a new youth initiative and is specifically developed to communicate with Australian’s aged between 25 and 34, and backpackers residing in Australia between the ages of 18 and 29. The campaign uses the influential media channel to promote the Northern Territory’s exciting destination events in a ‘would you rather’ style quiz – with different answers resulting in different playlists of the Territory.

Department of Tourism and Culture A/CEO Susan Kirkman said she was thrilled to launch the campaign with Spotify and the partnership uses the power of music and emotion to inspire young experience seekers to do the NT.

“Music is a highly powerful and emotive tool to engage audiences and I’m really excited to launch our campaign with Spotify to reach one of our most important market segments, on one of their most preferred mediums.

“The campaign is interactive and Spotify users are quizzed on their ultimate NT experience, matching an event playlist tailored to their answers. With 10 different experiences from across the Territory, from our famous Bass in the Grass, to the stunning Parrtjima and the famous Territory Day celebration – there is an event and playlist to cater for everyone,” said Ms Kirkman.

The campaign runs until 26 June 2017 and includes high impact audio, display and video activity as well as a customised NT online hub that allows millennials to explore the NT and its wondrous experiences in a fun and authentic way – supported by the power of music.

The campaign directs users to a website www.startNTingit.com, where they’re asked a series of comical ‘would you rather’ style questions. The result is a personalised Northern Territory itinerary based on those responses, along with a corresponding Spotify playlist created to match their NT itinerary.  The playlist can be listened to, saved or shared, and each participant goes in the draw to win a trip to the NT.

The sounds of the Territory playlists include Apex Camel Cup, Barunga Festival, Bass in the Grass, Beer Can Regatta, Darwin Festival, Desert Harmony, Garma Festival, Henley on Todd, Parrtjima and Territory Day.

The campaign also heavily supports local Territory Talent; with each playlist featuring NT based singers or bands.

“Supporting and celebrating NT grown talent is an incredibly important strategy for the Department of Tourism and Culture when promoting and developing destination NT,” Ms Kirkman added.

Spotify Australia is Australia’s largest streaming music service, with almost three million Australians streaming music each month, and the playlists will still be available for participants in their saved playlists once the campaign has closed.