New social media campaign to boost Territory tourism


Minister for Tourism and Culture Lauren Moss launched a new advertising campaign dedicated to the youth market in a bid to boost visitor numbers across the Territory.

Minister Moss said the new campaign will promote the NT as a must-do bucket-list location to young people and is part of the NT Government’s plan to grow a $2.2 billion visitor economy by 2020.

“Young travellers present a huge opportunity for the Northern Territory economy. They travel more often than any other age group and are more likely to stay longer and get off the beaten track,” Ms Moss said.

“This Government understands that a secure and rewarding job is the best way to improve our quality of life and that’s why we’re investing in job creation right across the Territory.

“Higher tourist numbers creates flow-on economic benefits for our regional tourism operators and business, creating more jobs and opportunities.

“Research shows young people want to try something new and are focused on cultural experiences, which the Northern Territory has in abundance.

“We all know millennials spend a lot of time on social media which is why our new campaign relies heavily on social influencers as opposed to traditional advertising.

“The campaign showcases the Territory’s iconic sunsets, fresh seafood and market food, waterholes, outback pubs, emerging live music scene, exciting events and Indigenous arts and culture.

“The campaign captures some incredible images of the Northern Territory in a new light and is sure to appeal to the adventurous Instagram loving travellers of today.”

The new youth campaign kicked off this week in partnership with innovative lifestyle and travel brand Summersite where NT content will be distributed via social media channels; along with the social media channels of fashion brand partners such as surf wear giant Roxy, Fallen Broken Street and Thrills.

The Summersite crew spent a week in the Top End late last year capturing photos and videos including incredible drone footage of Darwin, the Tiwi Islands, Adelaide River and Litchfield National Park.

The campaign will be supported by travel packages with Webjet, Jetstar and Student Flights to encourage bookings with attractive holiday deals as well as digital advertising with popular youth sites such as Pedestrian TV, Vice, Facebook, Instagram, Buzz Feed and YouTube.

The campaign will run for three months from 13 February until the end of May.

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Lady on flamingo inflatable at Florence Falls. @caitmiersphotography

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