Territory Stories

Annual Report 1995/1996 Northern Territory Tourist Commission



Annual Report 1995/1996 Northern Territory Tourist Commission

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Tabled Paper 2792


Tabled Papers for 7th Assembly 1994 - 1997; Tabled papers; ParliamentNT




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Also during the year, two audits of the Northern Territory Holiday Centre Trust Account were undertaken by the Commission's Accountant. Both audits found some internal control defects that have since been addressed by Holiday Centre management. The Finance and Audit Committee has agreed to a more extensive internal audit program for 1996/97 which includes: a review of the financial operations of the Commission's international offices and representative offices; and a risk management/fraud risk analysis and development of a Security Plan incorporating Fraud Avoidance and Disaster Recovery and Business Continuity planning and strategies. P R O G R A M E V A L U A T I O N Three major evaluations on the Commission's programs were commenced in 1995/96 with two completed and the other one still underway at the time of publishing of this Report. Details are as follows: R e v ie w o f t h e C o m m iss io n 's S tra teg ic A d v e r t is in g D ir e c t io n By Whom: A Review Panel of seven people appointed by the Board consisting of the Chairman and three Commissioners (including the Managing Director), the General Manager National Marketing, the General Manager Marketing Services and an independent Marketing Consultant. Background: Periodically the Commission reviews its strategic and creative approach to marketing and puts out to tender the selection of an advertising agency to deliver the creative development and media placements for the Commission's domestic advertising. As a result of the tendering process, twenty eight submissions were received. Of these, 5 did not comply with the specific criteria laid down and as such were eliminated from the process. Following an exhaustive review of submissions by the Panel, five agencies were included on the shortlist. Evaluation Results: The Panel formed the view that whilst the strategic and creative approach to marketing had to date served the Commission well, there was a strong need to focus on conversion. This requires an advertising campaign with more destinational focus and specifically, positioning Darwin and Alice Springs as major touring hubs for a Northern Territory holiday. There was also a need to develop a transitional campaign strategy to move towards this approach. This would see a lessening of the reliance upon the existing "You'll Never Never Know" line and Daryl Somers in our advertising campaigns. Action Taken or Proposed: The Commission to re-appoint its incumbent advertising agency for a further two year period. This action has subsequently been taken following approval from both the Minister for Tourism and the Procurement Review Board. 60 A N N U A L R E P O R T 1 9 9 5 - 19 9 6