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!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

I hope The Block, will continue for many many more seasons.When i die, & grow up, I want yo come back as a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in