NT Government bets $1m on digital marketing for tourism

Northern Territory government announces $1 million in funding for tourism business operators covering digital advertising, social media and technology investments in a bid to draw more tourists to the region

The Northern Territory Government is giving $1 million to tourism business operators for digital marketing activities in a bid to draw more visitors to the region.

The Digital Marketing Activation program was officially launched by the Minister for Tourism and Major Events, Matt Conlan, last week, and is aimed at encouraging tourism partners to utilise digital channels to promote themselves, drive bookings and boost tourism revenues from Australia and internationally.

Conlan claimed recent research showed less than 10 per cent of operators are fully utilising digital advertising across the territory.

“Print, TV and radio advertising are all important but with online distribution channels growing globally, NT operators need to be in front of the game to remain competitive,” he said.

The money is part of a wider initiative to turn around years of declining visitation to the NT and attract new Australian and international tourists. Earlier this year, the NT Government announced it would boost its annual international marketing budget to $15m in order to help deliver $2.2bn in annual visitor spending and 1.7m visitors to the NT economy by 2020.

Arresting visitor decline with partner smarts: See our in-depth interview with Tourism NT CMO Adam Coward

The $1m cash injection will be available during the 2013/2014 financial year and includes $500,000 in industry digital marketing rebates for cost per click-based advertising and retargeting, as well as $250,000 to help travel agents create ‘digital tours’ promoting locations across the territory. The remaining $250,000 will be used to provide e-training and ‘digital coaches’ that help operators build sufficient digital advertising skills to use digital channels effectively.

Activity and tools covered include online booking engines and payment gateways, social media, digital marketing and social media plans, QR codes, website analytics, rich media, search engine optimisation and web content, content management systems, customer databases and mobile applications.

Eligible businesses can receive up to $3000 for the range of products and services they opt to use. As a way of illustrating the low-cost nature of digital marketing, the NT Government pointed out cost per click campaigns can be as low as $1 per click to attract a potential visitor to a business’ direct website. With as little as $500, operators could engage with 500 new customers to help drive their business and NT tourism.

Minister for Business, David Tollner, said the program will help territory businesses expand their operations and reach new customers.

“Digital marketing is vital to ensure financially healthy businesses,” he said. “But, the digital world can sometimes seem like a minefield for inexperienced businesses. That’s why as a leg up into the Digital Activation Program, the Department of Business will also run a Kick-Starter program for those tourism businesses just starting out.

“This will set them on the right path when it comes to digital marketing and ensure they are equipped with the right tools to take full advantage of Tourism’s broader Digital Activation Program.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

This article gave me a better understanding about content creation. I learned a lot like this website https://a2designlab.com/ also offer...

Ryota Miyagi

How Remedy is using digital marketing and commerce to drive conversion

Read more

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

3-pronged marketing approach for property disruptor Brickx

Read more

With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you can en...

Drishti Khurana

How NRMA’s Arlo the Koala chatbot won over customers

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in