Looking to make it to the top of the ‘must see’ travel list, Tourism Northern Territory has launched a new national marketing campaign, ‘The Territory is the Answer’, which comes as borders to the territory are soon to re-open.

Despite general market scepticism, the influencer marketing platform (IMP) market is set to reach US$373.5 million, or 12.3 per cent, by 2027, a new report predicts.

​NT Tourism’s Tony Quarmby knows first hand CMOs can use the power of demonstrating a positive outcome from marketing investment to achieve buy-in at the senior leadership level.

Tourism NT is looking to connect directly with millennials through its latest social media marketing campaign that 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.

Tourism NT's executive director of marketing, Adam Coward, talks about how his commitment to change, conversion strategy and partnership are helping the tourism agency to turn the dial back to growth.