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

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in