New tagline and national marketing push to attract new travellers with messaging tourism body says now captures both experiential and landmark aspects of the region
Tourism NT has launched new branding with the tagline ‘Different in every sense’ in a bid to attract more visitors to the territory.
After extensive market research across key markets in Australia and across the globe, Tourism NT decided to make the change to tap into the sensory experience of visiting the region, along with the sights of the area, and reflect this in its branding. It makes a departure from the previous brand positioning around the ‘Do the NT’ theme, which launched in 2013.
Tourism NT executive general manager marketing, Tony Quarmby, said the brand review showed the tourism products and experiences that created the Northern Territory tourism brand were globally unique.
“There are two parts to a destination brand, the consumer’s actual experience with the location, the people and organisations and then how they perceive that experience,” Quarmby said.
Tourism NT developed the new brand to incorporate both the tourism products and services on an experiential level along with the iconic landmarks and scenery to evoke how a visit to the NT should make people feel.
Quarmby said the idea is to highlight the Northern Territory as a place where senses run free, where people who travel in the area feel the openness and freedom within themselves.
“A visit to the Territory allows people to truly disconnect from the everyday and reconnect to others in a place that constantly surprises and delights,” he said.
The national marketing campaign includes outdoor advertising on billboards, street furniture, buses and across the News Corp digital and print media platforms along with search and online advertising. Advertising will highlight that the Northern Territory is ‘Different in every sense’ and will direct audiences to www.northernterritory.com for more travel inspiration and planning tools.
Coinciding with the launch of the new brand is a refreshed logo, which retains the iconic brolga – a highly recognisable NT asset with more than 20 years of brand equity. The updated logo is simpler and cleaner, and features the brolga in front of an orange sunset, finished with a new Arafura Blue font.
“The new brand will ensure we stand out from the crowd with marketing campaigns that reflect our competitively unique differentiation.”
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