Summer in the NT
Tourism NT drives visitation during Summer 2023 by calling for travellers to book an early summer holiday.
Tourism NT briefed Mango to deliver a strategic communications campaign that would build the position and consumer perception of the Northern Territory as an appealing summer destination, plus deliver a call-to-action to encourage holidaymakers to book a trip from September 2022.
While the fundamentals of the campaign were anchored in the NT’s climate – and how summer really does start early in the NT – we knew there was an opportunity to dial up the benefits of booking a trip to the Territory while showcasing the unique and iconic experiences the NT has to offer.
We interrogated BOM’s weather data from past years to uncover insights in weather patterns in the NT compared to the rest of the country and found that the climate in the NT during September mirrors peak summer climates in other popular Australian summer holiday locations. This allowed us to land on our overarching campaign insight: Summer in the NT starts a LOT earlier than the rest of the country.
‘Summer in the NT’ was launched with research that utilised data from multiple sources, highlighted weather patterns, showcased experiences and tourism operators and delivered the CTA.
Multiple credible and endorsed data sources enabled us to build a campaign that delivered a real call-to-action in a time-sensitive way reaching an audience of 72 million through editorial and content creator social posts with 96% of outcomes including more than one key message.
The total NT domestic visitation increased by 48% from interstate markets and spend for this group increased by 68% compared to the YE December 2021.