How Tourism NT stood out in an oversaturated travel market


Powered by Kath Solly, Head of Group Creative Solutions at Nine, and Bradley Johnston, Content Producer, discuss how a high-impact multimedia approach helped Tourism NT rekindle Australia’s appetite for travel and tourism. appreciation of the rich Aboriginal history of the Northern Territory.

In 2022, Tourism NT informed Nine to create a connection between our audience and the cultural landscape of the Northern Territory, with key events such as Darwin Festival, Barunga Festival, Desert Mob and Desert Song Festival at the forefront of countryside.

The aim was to encourage an audience interested in arts, music and culture to consider traveling to the Northern Territories, harnessing the power of Nine’s ecosystem to interest them in the opportunities.

Over the past few years, Australia’s tourism industry, like the rest of the world, has struggled to stay afloat. With border closures in both directions, changing restrictions and last-minute cancellations now a thing of the past, getting back on the road has never been so enjoyable.

Now, more than ever, tourism organizations are battling to attract the public and visitors to encourage them to take their saved annual leave and spend their travel budget to visit somewhere on their doorstep – in Australia.

The main challenge is to be heard above all the noise. Travel-related advertising is EVERYWHERE right now, with international and interstate tourism organizations flooding the media with tantalizing offers and experiences to put their destinations on the map in 2022.

How did Tourism NT stand out in such a saturated travel market?

In 2022, Tourism NT and Nine, in partnership with Atomic212, have joined forces to bring Australian Aboriginal culture to the fore. Tourism NT has focused less on travelers and holiday seekers and more on lovers of culture, art, music and events, making a trip to the Territories North a major asset.

Northern Territory events have something totally different to offer than any other destination in Australia. The campaign proposal to the culture-seeking public explores how entertainment is, but not as you know it. Because Territory events allow you to connect with your passions on a deeper level. From art and music to food and cars, the Territory hosts events like nowhere else. Here you can get closer, touch and immerse yourself in your passions, creating a deeper connection with arts and culture. There will be an overall message that these events are all unique to the NT and different in every way.

We wanted to ensure that the cultural and artistic value of the Northern Territory was showcased through all of our assets. With that in mind, we created a cross-platform campaign using Nine’s Total Audio and Total Publishing platforms to drive penetration and reach with unique creative executions. The campaign spotlighted “Stories Worth Telling”, bringing the rich culture of the Northern Territory to the forefront of every content.

The power of audio has come to the fore. Harnessing the scale and scope of Nine Audio, aligned with the beautiful sounds of the Northern Territory, Nine created audio-immersive content that spoke directly to key NT events to engage our culture-loving audience.

These immersions were peppered with the rich sounds of music and nature that are so special to the Northern Territory. Just close your eyes and listen to these audio clips to feel instantly immersed in the culture of the place.

Alongside radio, a high-impact campaign spanning digital and print ensured that culture, art and music were at the heart of the campaign. Tourism NT wrapped the art of Nine, inserted into a journal Spectrum magazine with powerful imagery bringing Aboriginal culture to the forefront of the campaign and reminding our audience of Australia’s rich cultural heritage.

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With more immersive and native content online with Travelerour Motorized studios The team produced content that showcased the NT’s beautiful imagery and dreamscape. Content through Traveler was aimed directly at the low-key, culture-loving audience, while also catering to the older audience of art and culture-conscious travelers when planning their travel destinations.

The campaign started a month before the schedule of events to boost ticket sales and long weekend travel planning in the Northern Territory.

“Tourism NT cannot outperform and outspend other destinations in the highly competitive tourism advertising market, to break through we must be innovative and have media partners who share our vision of making NT the premier destination for Indigenous cultural experiences and to truly be “different in every way” Nine is one of those partners who consistently support our messages and deliver a return on investment that increases the value of the Northern Territory holiday market.

For more information about Powered by Nine, the marketing services division of Nine, visit

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Willie R. Golden