This document outlines a marketing campaign conducted by Tourism Northern Territory to promote Darwin as a travel destination. The campaign involved sending four magazine editors from different publications on experiential trips to Darwin. The editors then wrote articles about their experiences that were published in their respective magazines and online. Interstitials on a lifestyle TV channel promoted the magazines and microsite. The campaign was highly successful, receiving over 3,600 entries to the online competition, nearly 2,000 newsletter signups, and reaching over 1.3 million unique users. It effectively showcased Darwin's experiences and built credibility through the editor testimonials.

1. 1
Background
Tourism Northern Territory is the tourism body for Australia’s Northern Territory
The Northern Territory is Australia’s real Outback and home to the iconic natural wonders of
Kakadu National Park and Uluru/Ayers Rock
Aboriginal people hold a spiritual connection to this land; their 40,000 year old story is shared on
rocks and canvas, discovered in the sand and passed down through generations
The Northern Territory is blessed with diverse and contrasting environments, where change is
the only constant
Intriguing and spectacular wildlife vary dramatically from the deserts of Red Centre to the tropics
of the Top End
The “NT” is renowned for its colourful outback characters. Larger than life and only too willing
to share a yarn or two, it's hard not to fall in love with the down to earth attitude

2. 2
Background
Darwin is the Northern Territory’s capital city

3. 3
Challenge
To reach and influence Tourism Northern Territory’s target audience of ‘Spirited
Travellers’, increasing their preference and intention to visit Darwin for their next
domestic holiday
To change and enhance Australian’s perceptions about Darwin and its surrounds,
reinforcing its features while leveraging the Northern Territory brand positioning of
‘Nature and Culture’
To spark interest in Darwin as a vibrant ‘must see’ destination

4. 4
Challenge
The campaign must communicate all the following destination features:
A Harbour City
With dining, cruises, sailing and fishing; a modern tropical
city surrounded by water on three sides
Outdoor Lifestyle/Festivals
A culture of outdoor lifestyle expressed through dining, markets
and events with a tropical climate
History/Heritage
Youthful, multicultural, vibrant & historical
Gateway to world class ‘Nature and Culture’
A gateway to amazing destinations including Litchfield, Kakadu and Tiwi Islands,
plus outback experiences (related to those in ‘Australia’ the movie)

5. 5
Consumer Insights
Spirited Travelers
People who are predisposed to frequent, longer travel that involves cultural
and nature discovery. This audience is broken down into 3 segments:
Young & Restless
18-29 years old with
no children at home
They are likely to
travel with a partner
or group of friends,
stay in backpacker
hostels, hotels or with
friends
Ready, Set, Adventure
30-39 years old and
may have children
(aged 8+) at home
Travel with a partner
or as a family; stay in
hotels, tents or with
friends
Great Outdoors
40-54 years old with
children (aged 8+) at
home
Travel with a partner
or as a family; stay in
self-contained units,
hotels, tents or with
friends

6. 6
Consumer Insights
Attitude
Domestic travel has become a viable and affordable option
due to the impact of the economic downturn
• A stronger AU$ making it more expensive to travel abroad
• High oil prices making it more expensive to fly long haul
Behaviour
Growing trend of Australians
taking holiday snacks
(3-4 day breaks) rather than
the historic 2 week long haul
holiday
Therefore they require these
breaks to be rich in experiences
Media
Traditional media continues to
play a role in their lives as habitual
intake
Online media consumption is high
and increasing, especially amongst
the more established media
properties

7. 7
Strategy
TV
Immersive
experience
Magazines
Read at leisure
for inspiration
Online
Detailed or brief
categorised
information
Showcase Darwin as a vibrant city
offering a wealth of different experience
Editors Journey
• A joint promotion with News Ltd and Lifestyle Channel
• 4 Editors from 4 magazines travel to Darwin to write editorial about their experiences
• The Editors Stories are published in each of the magazines (offline and online)
• Interstitials on the Lifestyle Channel to spread awareness and drive people online
• The online component allows readers to win their favourite editors experience
Integrated solution to display multi-media communications, tailored to the
individual’s environment

8. 8
TVTV
Implementation
Magazines Magazines Magazines Magazines
Microsite
Online
Display
Online
Display
Online Display
TV

9. 9
TV
• There was close collaboration between MPG, Media Contacts and our chosen partners News Ltd &
Lifestyle Channel
• The interstitials on Lifestyle channel promoted the magazines and microsite
• The magazines drove people to enter the competition online and cross promoted the other articles
• The online display activity led to the microsite for more information and to enter the competition
Implementation See attached
Interstitials

10. 10
Results
Surpassing Tourism Northern Territory’s objectives
The competition page was viewed over 75,000 times and resulted in 3,613 entries
1,937 people opted in to receive more information about Darwin and the Northern Territory
We reached an impressive 1,394,018 unique users during the campaign
Solving their communication problem
This activity highlighted the wealth of experiences available in Darwin
The magazines provided longer form, entertaining inspiring content
The editor’s testimonies created credibility from trusted advocates
PLEASE SEE
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11. 11
Results
The microsite allowed people to plan their Darwin itinerary and explore images and
content at their leisure
An average dwell time of 3.21 minutes proved a highly engaged audience
Benchmark
Similar travel competitions on the News Ltd network usually garner around 2,000
entries; 3,613 is an excellent result