Travellers told to Do the NT

first_imgThe Northern Territory has adopted teenage slang as part of a new brand strategy to boost tourism.Rolling out the ‘Do the NT’ brand across the east coast of Australia from August/September this year, Minister for Tourism and Major Events Matt Conlan said the new direction is “deliberately edgy” and is designed to tackle the ‘Don’t’ stopping people from visiting the Territory by provoking them with reasons to ‘Do the NT’.According to Mr Conlan, research found that although people associate the NT with spectacular sights and places, they still classify it as a ‘passive’ or ‘all look, but don’t touch’ destination.“This consultation with industry and consumer focus groups showed a creative shift was required to increase visitation to the Territory by positioning the NT as adventurous, fun loving and uncomplicated,” he explained.“Our new brand position will open the door to more opportunities as it shows that the NT is a place you do things – not just a place you see things.”The strategy will be supported by a multi-million dollar marketing consumer and trade campaign to drive sales and help the region meet its Tourism Vision 2020 Strategy to deliver $2.2 billion in annual visitor spending to the Northern Territory’s economy by 2020.Source = ETB News: NJlast_img read more

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