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






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26 27 Our Performance03 Tourism NT Annual Report 2016-17 Tourism NT Annual Report 2016-17 Grow Value Downunder Outback marketing TripAdvisor marketing MARKET: SINGAPORE #JETSTAR2DARWIN In June-July 2016 a collaborative digital, social media and out-of-home campaign with Jetstar Asia was launched. The #Jetstar2Darwin Jumping Crocodile Campaign encouraged Singaporeans to Discover Darwin through sale airfares. A competition was run at Dhoby Ghaut MRT Station where people could engage with the jumping croc installation and floor decal and then upload photos to social media platform Instagram to win flights to Darwin. Over the four week campaign 875 seats to Darwin were booked, representing 181 percent growth when compared to the same period in 2015. Further, these 875 seats grew holiday visitation to the NT from the Singapore Market by approximately 42 percent year on year. Ctrip website landing page Jumping croc installation and floor decal at Dhoby Ghaut MRT Station Case Study China Market We continued our focus on the emerging market, Greater China (China, Taiwan and Hong Kong), with efforts delivering very strong results. Visitation by this important market was up 49 percent year on year, to 18,000. Our most successful Chinese trade campaign to date ran from November 2016 to April 2017 with partners Tourism Australia and Chinas leading online travel agent, Ctrip. The digital always on activity targeted self-drive travellers via: popular radio DJs, private car owners clubs, Sina Weibo and WeChat social media, information content aggregation platform Toutiao, online video platform iQiyi and Zhejiang radio station FM107. Over 1300 bookings were made following the campaign activity. The Northern Territory was awarded The Best International Potential Destination 2016 in the Top Spots category of the China Travellers Forum, held annually in conjunction with Ctrip. Votes for the Top Spots category were cast by over seven million consumers via Ctrip, Qunar and eLong platforms over three months and is testament to the progress made in growing awareness of the Northern Territory in the Greater China market. MARKET: GLOBAL TRIPADVISOR PARTNERSHIP ADD ON THE NT Working with key global distribution partner TripAdvisor, we reinforced the message that the Northern Territory is an easily accessible international destination. We focused on the message that flying direct to Darwin offers the shortest flying time to Australia from Europe, barrier busting the negative perceptions about time and distance. We promoted flights to the Red Centre via another east coast gateway with the Add on the NT message. The partnership ran from September 2016 until June 2017. We used iconic NT imagery in campaign creative to inspire people to add on the NT to an Australian or South East Asian holiday aimed at customers researching or actively booking elements of their overseas holiday. The partnership included a mix of digital media throughout TripAdvisor sites globally; this included static banner ads, hero landing page sponsorship, dynamic ads, sponsorship of the Northern Territory destination pages and education workshops for industry. We also utilised our own digital and social channels. Due to the ongoing success of the TripAdvisor partnership, this approach will remain a cornerstone of our global activity in 2017-18. We will continue to leverage the global positioning, Your Australian story is not complete until youve done the NT, and promote NT Australia Airpasses to encourage more international visitors to Add On The NT to their Australian or South East Asian holiday. MARKET: NORTH AMERICA YOU HAVENT BEEN DOWNUNDER TILL YOUVE BEEN OUTBACK We launched a campaign with the tagline You Havent Been Downunder Till Youve Been Outback to attract more visitors from the US market. Research indicated that while numbers of North American travellers to Australia were increasing, they were not considering visiting the Northern Territory. The campaign was targeted potential visitors in the consideration and planning phase of their holiday and increase bookings to the NT. The central message was that no trip to Australia is complete without a visit to the Northern Territory. Media was selected based on ability to achieve visibility and conversion, and included video and programmatic targeting techniques. Tactical partnerships were developed with travel wholesalers, airline partners and online travel agents to capture leads. The campaign delivered 42 million media impressions across content articles, brand videos and banner displays and contributed to a 10 percent growth in visitor numbers from the US. German version of the new NT Australia Airpass - Flugpass Optionen MARKET: GLOBAL NT AUSTRALIA GLOBAL AIRPASSES A special airfare product was launched in 2016, that allows international visitors to book multiple flights within Australia at discounted rates not available to Australian residents. NT Australia Airpasses offer international travellers more value for money and make adding the NT to an Australian itinerary affordable, convenient and flexible - provided they purchase their Airpass before they depart from their country of origin. Since launching the Airpass option we have seen our second and third consecutive quarters of international visitor growth.