Tourism NT overhauls brand positioning

'Do the NT' is out, 'Different in every sense' is in

Tourism NT has introduced a new tagline, replacing its long-running ‘Do the NT’ motto with ‘Different in every sense’ as part of a brand positioning to lure more visitors to the Northern Territory.

The deliberate departure from ‘Do the NT’, which first launched in 2013, follows extensive market research across key markets in Australia and across the globe.

Tourism NT Executive General Manager Marketing Tony Quarmby said the research, conducted as part of a brand review, showed the tourism products and experiences that created the Northern Territory tourism brand were globally unique.

“There are two parts to a destination brand, the consumer’s actual experience with the location, the people and organisations and then how they perceive that experience,” said Quarmby.

The new brand reflects the Northern Territory tourism products and services on an experiential level, not just the iconic landmarks and scenery, evoking how a visit to the NT should make people feel.

“We are highlighting the Northern Territory as a place where senses run free; it emboldens the people who travel within to feel that openness and freedom within themselves. A visit to the Territory allows people to truly disconnect from the everyday and reconnect to others in a place that constantly surprises and delights,” he added.

“The new brand will ensure we stand out from the crowd with marketing campaigns that reflect our competitively unique differentiation,” Quarmby added.

A major national marketing campaign reflecting the new brand positioning launches this Sunday, 15 September, featuring outdoor advertising on billboards, street furniture and buses. Search and online advertising will also complement the campaign.

Advertising will highlight that the Northern Territory is ‘Different in every sense’ and will direct audiences to www.northernterritory.com for more travel inspiration and planning tools.

Coinciding with the launch of the new brand is a refreshed logo, retaining the iconic brolga – a highly recognisable NT asset with more than 20 years of brand equity. The updated logo is simpler and cleaner, and features the brolga in front of an orange sunset, finished with a new Arafura Blue font.

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