Northern Territory: Top End Wedding

Tony Quarmby

Destination marketing body Tourism Northern Territory created a feature film to challenge outdated perceptions of the area as a holiday destination and increase tourist numbers from Australia and the rest of the world.

Campaign details

Brand: Northern TerritoryBrand owner: Tourism Northern TerritoryLead agency: Atomic MediaContributing agency: BalanceMarket: AustraliaIndustries: Destinations and locationsMedia channels: Cinema, Content marketing, Online display, Public relations, Social media, Websites & micrositesBudget: 500k - 1 million

Executive summary

Following a seven-year decline in tourism, Tourism Northern Territory commissioned research that reported that the 'Top End' of the Territory's awareness as a holiday destination had significantly declined. Even among those who were aware of the Top End, their perceptions of the destination were dated, inaccurate and often...

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