Annual Report 2015-2016 Tourism NT
Tabled Paper 185
Tabled papers for 13th Assembly 2016 - 2020; Tabled papers; ParliamentNT
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31Tourism NT Annual Report 2015-16 CATCH THE SUNSET With a target to attract 30,000 Chinese visitors by 2020 we recognise the need to build brand awareness and cut through in Greater China. We secured the high-profile Chinese actress, model and TV presenter Lily Ji ( ) to film a journey of discovery in the NT. Filmed across Darwin, Arnhem Land, Alice Springs, including the West MacDonnell Ranges, Uluu-Kata Tjua and Litchfield National Parks, the documentary Catch the Sunset was broadcast in prime time on QTV1, one of the main TV networks in Qingdao, to a mass Chinese audience exceeding 1.4 million viewers per night across 12 nights in May and June 2016. We leveraged the documentary through paid digital advertising that drove the target audience of affluent and educated independent travellers between 25 and 50 years old with an interest in nature and culture and who wanted to Do the NT to a dedicated Northern Territory website. Wanting to follow in Lily Jis footsteps, these people were served with NT travel content including featured itineraries into Darwin on SilkAir via a shopover in Singapore, Territory product and how-to information. We will continue to capitalise on Lily Jis popularity in China by expanding the Catch the Sunset documentary, with future plans to film segments around Katherine and Kakadu National Park. Our in-market representatives and NT industry on the road at ITB Berlin. Website featuring Lily Jis Catch the Sunset content northernterritory.cn http://northernterritory.cn
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