Territory Stories

Annual Report 2016-2017 Tourism NT



Annual Report 2016-2017 Tourism NT

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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.




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24 25 Our Performance03 Tourism NT Annual Report 2016-17Tourism NT Annual Report 2016-17 GETTING NT MESSAGES OUT Public relations activity included media familiarisations, campaign amplification and an ongoing media press office. These activities increased awareness of the NT and heightened advocacy for the destination among media and consumers alike. Highlights included: A robust military heritage campaign, that showcased the best of the Territorys history-related experiences, leveraging a new product launch and the 75th anniversary of the Bombing of Darwin. This included engaging historical writer Peter FitzSimons as an ambassador, which led to five national interviews with the likes of the Today Show and The Huffington Post; achieving a reach of 6.7 million. It also saw us mark the opening of the Royal Flying Doctor Service Darwin Tourism Facility via seven national weather crosses with leading breakfast news program, Sunrise. Grow Value InStyle magazine cover My Market Kitchen Supporting activity for our Million Dollar Fish competition included an ongoing media press office, broadcast and print media familiarisations, and ambassadorships with cricket legend Matthew Hayden and famous fisho and TV personality, Al McGlashan. Complementary activity for the inaugural Parrtjima A Festival in Light event in Alice Springs. This included securing Today Show co-host Lisa Wilkinson, a former Tourism NT ambassador, as host, and assisting with a group media famil. Working with HelloWorld, we negotiated a broadcast opportunity for the Red Centre with Weekend Today, where the crew visited Uluru and Kings Canyon, encouraging regional dispersal. Highlighting the NTs growing foodie offering, famils with TV show My Market Kitchen and Delicious magazine covered both the Top End and Red Centre products and experiences. In partnership with InStyle China, Darwin starred as the backdrop on a major fashion shoot that included a double cover featuring Taiwanese actor, Chang Chen. The special Northern-Territory addition also included a Top End fashion spread with Australian Victorias Secret Model, Shanina Sheik. In collaboration with Tourism Australia, the NTs Top End featured in two episodes of UK television series 48 Hours in Wild Australia with Ray Mears. Ray Mears is recognised throughout the world as an authority on bushcraft and survival. The first series aired in May 2016 with an average of 3 million viewers per week. S T R AT E GY Work with Tourism Australia and gateway destinations to maximise our investment in identified priority international markets, with a focus on growing the NTs share of high growth Eastern markets. MARKET: CENTRAL EUROPE NT OPERATOR ROADSHOW To maximise the NT Governments continued investment to attract European visitors we incentivised operator participation in an NT European Mission 2017 ensuring they could promote their products to travel trade first hand. Twelve NT product representatives attended the worlds largest travel trade fair, Internationale Tourismus-Brse Berlin (ITB) 2017 Intrepid, Wayoutback, Outback Ballooning, SEIT, Outback Tour Services, Kakadu Tourism, Kakadu Cultural Tours, Kakadu and Uluru (Parks Australia), Voyages Indigenous Tourism Australia, the Royal Flying Doctor Service, Uluru Camel Tours and Venture North. This was further supplemented by the presence of other major NT tourism suppliers, including AAT Alastair Shields - CEO Department of Tourism and Culture, Tourism NT representatives and NT operators and the Outback Pub/ Australia Stand, ITB, Berlin Kings, THL and Sealink, also being present within the Australian stand. Our CEO, Alastair Shields, also attended ITB 2017 and conducted a range of strategic meetings with key trade and airline partners. Following ITB 2017, we conducted a three day roadshow with workshops held in Zrich, Stuttgart and Munich in conjunction with nine industry partners. Attendees of the workshops consisted of product managers and travel agents of key wholesalers, direct sellers and Aussie Specialist retail travel agencies, as well as travel trade media representatives. The attendance and quality of the participants was excellent. Subsequently, the majority of participating operators said that the 2017 Central Europe Mission was the most successful NT operator mission yet. MARKET: GLOBAL WORKING HOLIDAY MAKER VIDEOS AND WEB PAGES We undertook a search for backpackers on their first or second year working holiday visa (and who had fallen in love with the Northern Territory) to feature in promotional videos designed to encourage more international visitors to take a working holiday in the NT. Candidates sent a short introduction video stating their name, country of residence, type of working holiday visa (first or second year), place of work and why they love the Territory. Entries were assessed, film shot in Alice Springs, Darwin and Uluru-Kata Tjuta National Park and the finalists featured in a series of video vignettes in one-on-one interview style. The videos depict social interactions between backpackers, nightlife hotspots, activities such as swimming in waterholes, enjoying open fires, camping, touring, and self-drive adventures. The videos are promoted through programmatic media, key distribution partner channels and are also featured on a dedicated webpage targeting prospective working holiday makers in the UK, Canada, Germany, Italy, France and Asia (Taiwan/ South Korea/ Hong Kong). northernterritory.com/plan/working-holidays

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