Case History Database

The Northern Territory is a place Aussies love from afar. It’s on most of our bucket lists, but there’s no urgency to go anytime soon. The “Do the NT” tourism campaign for the Northern Territory is an example of how a repositioned brand can turn latent desire into real action. By shifting the region from a passive “one day” experience to an active “do now” holiday destination, we managed to reverse a seven-year decline in visitation. In doing so, we helped the NT become Australia’s fastest growing domestic tourism market in 2014, and achieved an ROI of XXXX

	Author		Jon Deves
	Group Account Director		Ryan Bernal
	Planning Director		Emily Taylor
	Creative Director		Ian Williamson
	Creative Director		Michael Dole
	Copywriter		Oskar Westerdal
	Art Director		Sam Pemberton
	Account Executive		Jasmine Coronado
	Head of Domestic Marketing		Tony Quarmby		Tourism Northern Territory
	Executive Director Marketing and Communications		Adam Coward		Tourism Northern Territory