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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32 33 Our Performance03 Tourism NT Annual Report 2016-17Tourism NT Annual Report 2016-17 Grow Value FUTURE FOCUS We will continue to build on the Do the NT brand with various campaigns, capturing the NTs sense of humour and irreverence, to let consumers know Its About Time they booked a holiday to the Territory. We will continue the NT Convention Bureaus Think Unconventionally campaign, which targets the business events markets and drives awareness, intent and conversion of travel to the NT. We will continue sponsorships with select key sporting and consumer brands to leverage the awareness of the Do the NT brand. This stimulates the sale of travel to the NT and create greater exposure of NT products and regions through advocacy and third party endorsement, digital campaigns direct to consumers, and through the identification of new Business Event leads. The 2017-18 sponsorship portfolio includes Melbourne Football Club, MusicNT Awards 2018 and a partnership with Australian cricket legend, Matthew Hayden, for the Million Dollar Fish Season 3. We will grow awareness of the destination by coinciding public relations opportunities with NT events; for example hosting broadcast media and familiarisations during events. Jetstar and Gourmet Traveller advertising S T R AT E GY Develop a long-term comprehensive strategic approach to major events, festivals and regional events that leverages the NT Brand, activates infrastructure, energises local communities and drives visitation and yield. This year we implemented a highly targeted digital media campaign that promoted 32 Northern Territory events from March to June 2017. The campaign consisted of digital and search engine advertising, social media advertising, print advertising and a content partnership with Fairfax media. It led to over 800,000 views of the new video content and 215,000 people clicking through to northernterritory.com where they were provided with information about events selected specifically to suit them. EVENTS MARKETING SPONSORSHIP PROGRAM Each year, we provide sponsorship funding to assist events held in the Territory with marketing interstate and/ or overseas. Events are evaluated on their ability to satisfy our strategic objectives against a set of benchmarks. In the 2016-17 intake we received 24 applications, exceeding the target of 20 applications, and we supported 17 events. For a full list of event marketing support see Appendix 1 (page 53). Uluru base walk, Uluru-Kata Tjuta National Park