Territory Stories

Annual Report 2015-2016 Tourism NT



Annual Report 2015-2016 Tourism NT

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Tabled Paper 185


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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1835-1387 (Online)



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30 Tourism NT Annual Report 2015-16 Our Performance03 GETTING NT MESSAGES OUT Public relations activity included media familiarisations, broadcast opportunities, pitching stories to media, working alongside key hero and regional campaigns and events to create cut through. Some key activity included: Field of Light Central Australian tourism operators and attractions received global attention with national and international journalists and photographers from the US, China, France, Italy, Germany, Japan and the United Kingdom, covering the artist installation Field of Light exhibition run by Voyages that opened at Uluu on 21 March. Land Rover Experience Nineteen Land Rovers, 90 media representatives and six competition winners from more than 100,000 entries spent three weeks in October and November 2015 making their way from Arnhem Land to Uluu. To be chosen to host the Land Rover Experience Tour was a golden opportunity for the Northern Territory, with an estimated $60 million worth of exposure for the NT across Europe. 30th anniversary of Crocodile Dundee National media shone the spotlight firmly on Kakadu National Park to mark the 30th anniversary of the iconic Crocodile Dundee film release. Coverage included live weather crosses with top-rating breakfast news programme, Sunrise, and a media famil with some of the nations key travel publications such as News Corp, Fairfax and The Guardian. The total reach of these domestic activities was estimated in excess of 10 million people. A famil of five media from the UK also generated print and digital stories for the anniversary in The Independent (circulation 60,000) and online (circulation 47 million visitors a month), the Irish Examiner (circulation 35,000), the Irish Sunday World (circulation 175,000) and a story published through the Press Association that rippled through 24 regional newspapers including some of the UKs most influential local papers. 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. INDUSTRY IN MARKET: ITB AND NT EUROPEAN MISSION To maximise the NT Governments continued investment to attract European visitors, we incentivised operator participation in an NT European Mission 2016 ensuring they could promote their products to travel trade first hand. Thanks to key in-market partnerships, such as Tourism Australia, Qantas and travel partners, the mission was a success. It visited 12 cities across the UK, Germany, France and Italy, included participation in the worlds largest tourism and travel trade fair, Internationale Tourismus-Brse Berlin (ITB) and trained 626 agents. Fourteen NT operators represented tour companies and accommodation providers from across the Territory on the Mission. They were ATG Downunder, Banubanu Wilderness Retreat, Darwin Central Hotel, Glen Helen Lodge, Intrepid / Adventure Tours Australia, Maruku Arts, On Tour NT, Outback Ballooning, Outback Tour Services, Pudakul, SEIT Outback Australia, Territory Expeditions, The Youth Shack and Wildman Wilderness Lodge. Four national operators with an NT presence also exhibited on the Tourism Australia stand: Voyages Ayers Rock Resort, AAT Kings, THL and Sealink. CONNECTING THE OUTBACK Following the signing of a Memorandum of Understanding (MOU) between the Northern Territory and South Australian Governments in 2015, Tourism NT and the South Australian Tourism Commission (SATC) worked together on a number of key marketing initiatives in markets like the UK, France, Italy and Germany. For example Tourism NT and SATC were the only Australian destination exhibitors at the worlds largest wine buying fair, Vinitaly Fair, held in Italy over 10-13 April offering exposure to the 130,000 people who attended. Other joint initiatives facilitated through this MOU included collaborative marketing campaigns to the youth/ backpacker, drive (showcasing the Explorers Way) and birding markets and a cooperative with National Geographic. Grow Value Coverage from our global public relations activity.

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