Brilliantly talented comedienne Tanya Hennessey, radio presenter Michael Beveridge, and Pedestrian.TV’s lifestyle editor Lucinda Price form part of Tourism NT’s latest arsenal in its Out of Office millennial tourism marketing campaign.

Delivered in partnership with youth publishing website Pedestrian.TV, the campaign has been developed to directly communicate with Australians aged 25-34 to maintain the Department of Tourism and Culture’s seven per cent visitation growth, year-on-year, to the NT from this key source market.

Department of Tourism and Culture Deputy CEO Andrew Hopper said the marketing campaign engages with this audience using familiar yet influential channels to elevate the NT to an on-trend, must do bucket list destination.

“The vignettes see our fabulous entertainers take us on a wonderful journey as they experience some of the Territory’s most compelling tourism offerings, revealing the NT as a more fun, adventurous, spiritual, educational, relaxing and indulgent destination than they had expected,” Mr Hopper said.

“The content will be released by Pedestrian.TV, leveraging the success of the 2017 Get out of the state you’re in campaign, with a total audience reach expected to exceed one million.

“The campaign presents a key opportunity to engage with the domestic millennial market who are shown to be more affluent, discerning travellers who seek captivating experiences.

“Domestic millennial visitors represent a third of all visitors to the Northern Territory, and in the year ending September 2016, visitation to the NT from this key source market increased 22 per cent, and in 2017, visitation grew 7.8 per cent, which is well above the national average.” 

The cooperative campaign is strengthened by the retargeting of audiences who have engaged with the digital content and who have shown an interest in the NT, and will drive conversion to book tickets to the NT in partnership with a number of key airline partners.

Supporting activity will run across social channels including Spotify, TubeMogul, Facebook, Instagram, Snapchat and YouTube, directing the audience to www.nothernterritory.com for further travel inspiration and planning tools.

“The Out of Office campaign forms part of the Territory Government’s record $103 million Turbocharging Tourism stimulus package, with this campaign assisting to deliver on increasing visitation to the NT through the package’s $26.57 million SMART marketing program,” said Mr Hopper.

To view the campaign visit https://www.pedestrian.tv/do-the-nt/

Media Contact – Department of Tourism and Culture – 0428 052 647