Territory Stories

Annual Report 2016-2017 Tourism NT



Annual Report 2016-2017 Tourism NT

Other title

Tabled paper 571


Tabled Papers for 13th Assembly 2016 - 2020; Tabled Papers; ParliamentNT






Made available by the Legislative Assembly of the Northern Territory under Standing Order 240. Where copyright subsists with a third party it remains with the original owner and permission may be required to reuse the material.




Tabled papers

File type




Copyright owner

See publication



Parent handle


Citation address


Page content

19Tourism NT Annual Report 2016-1718 Our Performance03S E C T I O N Tourism NT Annual Report 2016-17 These campaigns maintained the number of Australians open and intending to visit the NT through the year, and achieved a significant increase in unprompted awareness for the NT measured over the period. Feedback collected from those who saw our ads were that they were believable, told them something new about the NT and peaked their interest in the NT. When a partner was included, the advertising also delivered the message of makes me want to go to the NT now. Some key campaigns were: Phase 9 of Its About TimeDo the NT, which created a sense of urgency, advising consumers that Its About Time they booked a holiday to the Territory using humour and irreverence. This campaign included the new Stop Guessing, Start Doing television commercial and incorporated a trade partner sale fare to drive conversion. The campaign was recognised at the 2017 Australian Tourism Exchange in Sydney, winning Destination Campaign of the Year at the Expedia Media Solutions 2017 APAC Partner Awards. Leveraging the exposure, the advertising was expanded online and outdoors across the country in June. Our Summer Well Spent campaign, which promoted travel to the Territory over the December to January period showcased whats on offer in the Territory over the traditional east coast summer holiday season. Aimed at young families, the campaign was supported by travel deals from hotels.com and Webjet to encourage them to make the most of the low season specials. 19 Grow Value 36 Address Supply Constraints 36 Improve the Visitor Experience 40 Improve Business Sustainability 42 Operational Sustainability Grow Value H I G H L I G H T S Total visitors grew by 5 percent to 1.9 million Total expenditure was $2.5 billion, up 10 percent, as a result of increased spend across domestic and international visitation Domestic and international holiday visitors saw growth of 5.7 percent Exceeded our business events bids target. S T R AT E GY Increase the desirability of the NT as a travel destination, inspiring more people to visit, stay longer and spend more. BRAND CAMPAIGNS We continued creating awareness in the Australian domestic market of the Do the NT brand, building on significance groundwork laid in previous years. With a focus on our core target market of those aged 50 - 64 years, we promoted travel to the NT through bursts of activity in September, February and May across broadcast media, digital content partnerships, outdoor advertising and online advertising. The campaigns used the existing Do the NT messaging but also highlighted that there is more to do in the Northern Territory than you think with the Stop Guessing, Start Doing tagline and new creative. Trade partners for the campaign included Qantas, Flight Centre and Wotif, who provided incentives to travel now with Red Centre and Top End travel packages. This year we achieved an overnight visitor expenditure of $2.5 billion, which exceeds the growth target set in our 2020 vision; but, to continue to achieve and exceed yearon-year targets there is still work to do. We are constantly monitoring and improving our approach to employ innovative market growth strategies that effectively increase visitor numbers, attract visitors that stay longer and spend more, encourage repeat visitation, encourage regional dispersal and address seasonality.