Millennial influencers the pick for new NT Tourism campaign

Tourism NT hopes to harness the power of influencers and social media to reach millennials through new marketing campaign

Tourism NT is looking to connect directly with millennials through its latest social media marketing campaign, which will feature a group of seven social media influencers, including travel bloggers and content creators, on a trip around the Territory. 

The influencers will provide owned content for Tourism NT including images, videos and travel articles. Tourism NT has also engaged Facebook, Pedestrian TV, Spotify, and YouTube to reach the millennial market.

“The tourism market is evolving and the NT government is responding to the changes by adapting our marketing, in this case through working with social media influencers," deputy CEO for the department of tourism, sport and culture, Andrew Hopper, said.

The group is travelling from the Red Centre to the Top End and will share their best photos with their social media followers using the hashtag #NTaustralia. The group has a combined tally of more than 1.49 million followers and Tourism NT wants to promote the top end as a must-visit travel spot.

“Social media platforms offer extensive scope for images of the Territory to reach a global audience, and people who would otherwise perhaps not be exposed to content from the NT," Hopper said.

This campaign, while it focuses on millennials, which covers the 24 to 34 age bracket, also allows Tourism NT to also pick up youth and family travellers within this group.

“We’ve seen a growth in awareness of 18 per cent in the group and our goal is to maintain this rise and convert it into visitations to the territory,” executive general manager of marketing for Tourism NT, Tony Quarmby, told CMO.

The tourism outfit has found previous marketing campaigns to this audience have been successful using social media and millennials themselves, because it's a powerful combination of connecting with the target demographic through their peers. It enables it to feature attractive, travel-inspiring content showcasing the Northern Territory in places where millennials spend their time, predominantly through digital channels and on social media.

“Tourism NT has strategically chosen to work with influencers who are also professional content creators, photographers and videographers, which means they’re not only receiving global reach through social media, but also large suites of owned content," said Hopper.

It's not the first time NT Tourism has tapped into influencer marketing to reach audiences. Tourism NT, as part of the NT government’s Turbocharging Tourism initiative last year, hosted a road trip which included social media influencer, Carmen Huter, whose Instagram photo taken at Bitter Springs received more than a million likes after the social media giant reposted it on the official @instagram page.

Tourism NT is also looking to make the most of the newly released film Top End Wedding and the Location Scouts mini-series to raise awareness and convert that awareness into visits across all the many parts of the territory.

“We have a Webjet campaign as well as contextual and programmatic video advertising that links to the awareness campaigns," Quarmby told CMO.

It's part of their overall marketing strategy to use various channels to speak to as wide an audience as possible about all the varied stories of tourism in the territory and linking awareness raising to travel.

“Our various different campaigns focus on demographics and psychographics, not just age. So we have campaigns that focus on adventure, like skydiving or walks, arts-like installations and local art works, events, and using local personalities to reveal less visited parts of the territory. Influencer and social media marketing is just one part of this,” Quarmby said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

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

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

More Videos

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

Blog Posts

The ultimate battle: brand vs retailer

At the beginning every brand is pure. Every founder with a dream cherishes the brand like a newborn. But very soon that newborn goes out into the big wide world.

Simon Porter

Managing director, Havas Commerce

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

Sign in