TOURISM NORTHERN TERRITORY Promo, Case study MIX IT UP by Media Contacts


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Industry Transport, travel & tourism
Media Promo & PR, Case study
Market Australia
Agency Media Contacts
Creative Director Grant Henderson
Client Service Director Corinne Moth
Released August 2009

Credits & Description

Category: Best Use of Online Advertising
Product/Service: DARWIN TOURISM
Date of First Appearance: Aug 23 2009 12:00AM
Entrant Company: MPG, AUSTRALIA
Entry URL:
Client Service Director: Corinne Moth (MPG)
Media Director: Zahra Ali (Media Contacts)
General Manager: Sophie Fletcher (MPG)
Creative Director: Grant Henderson (Visual Jazz)
Global Marketing: Monika Tonkin (Tourism Northern Territory)
Digital Marketing Coordinator Global Marketing: Sarah Hope (Tourism Northern Territory)
Media placement: Television - Network 7 - 23 August 2009
Media placement: Online - Yahoo!7 - 23 August 2009
Media placement: Print - Good Weekend, Sunday Life, The Weekend Australian Magazine - 23 August 2009

Results and Effectiveness
• Visitors to Northern Territory increased 4.3% year-on-year • Expenditure per visitor up 26.6% • Domestic holiday visitors declined 16% • Despite Queensland's 'Best Job in the World' campaign, visitors to Australia declined 16% • Online bookings jumped an unprecedented 525% above estimates • BVD views over-delivered 26% vs. goal of 100,000 • 42% advertising awareness • Travel intention increased 22% (from 8% to 11%) • 300% increase in online CTR • 240% increase in e-newsletter opt-ins • 14% increase in page views • 30% increase in time spent on site • Added value estimated at +$2.6MM – 163% above expectations

Creative Execution
80% of Spirited Travellers go online 1-8x/week. It’s also vital in holiday planning. A digitally-led strategy pulled audiences toward the “Share Our Story” Branded Video Destination (BVD) – a media-first. BVD enticed the target to “Mix it Up” and see all that NT offers. Mix-master DJ Anna Lunoe hosted 17 three-minute webisodes, each featuring different sections of NT. As consumers planned getaways, the site was weekly re-skinned to encourage repeat visits. The BVD contained all planning necessities: retail clips from partners (hotels, transportation, etc.), click-to-book features, weather widgets, user comments, photo galleries, video diaries and e-newsletters. A competition tasked consumers to describe webisodes in 2 words and send to friends for weekly prizes. Eight 15" and 45" commercials bookended TV breaks, acted as teasers and left consumers wanting more NT. Creative in environmental magazines built awareness while advertorials featured “Mix it Up” stamps, driving people to the BVD.

Insights, Strategy & the Idea
Spirited travellers crave adventure, freedom and seek holidays that offer discovery. They always have a story to tell. Experiences are more valuable than booking cheap holidays. Australia is a top holiday destination. But the Northern Territory (NT), a tropical, vibrant harborside spot, is off the beaten path and overlooked as a domestic vacation. In 2009, international travel was becoming more appealing as flight costs to Asia declined. Hence, the market flooded with cheap domestic getaways. Adding to the challenge,NT holiday isn’t cheap – due to its hard-to access location. Despite Tourism Northern Territory is consistently outspent by other State Tourism Organisations we sought up to: • Drive business results: o 1,200 bookings. o Increase travel intention 8%. o 40% advertising awareness. • Change perceptions and position NT as a lively outdoor destination, offering a rewarding holiday. We positioned NT as value experience and invited the target to experience it virtually.