Campaign Overview
None of a Kind is the Northern Territory’s new domestic and New Zealand brand campaign, running from 11 May to 13 July, designed to keep the Northern Territory front of mind and to protect our peak season.
Building on the long-standing Different in Every Sense platform, the campaign positions the NT in a category of it’s own, a place that feels a world away, but right at home delivering the kind of adventure, culture and discovery travellers would normally seek overseas, right here in Australia.
The campaign responds to changing travel behaviours, with travellers becoming more deliberate about where they holiday and increasingly seeking experiences that feel meaningful, memorable and worth the investment. At a time when Australians are reconsidering international travel and looking closer to home for their next escape, the Northern Territory is uniquely positioned to offer world class, bucket list experiences unlike anywhere else in the country.
Through an integrated campaign across TV, streaming, digital, social, out-of-home and travel media, Tourism and Events NT will drive consumers to northernterritory.com to explore NT itineraries, events, travel deals and tourism products. In addition, we’ll have trade campaigns and airline sales in market to help drive conversion and visitation.
The campaign will showcase the landscapes, experiences, culture, people and events that together make the Territory None of a Kind.
Key campaign messaging
A world away – Right at home
Northern Territory
None of a Kind
For industry, this is an opportunity to align with a major national campaign and connect with audiences actively planning travel. Operators are encouraged to update their ATDW listings and request their None of a Kind experiences be added to the campaign page, align their marketing with campaign messaging and participate in campaign related content opportunities to help convert increased destination interest into bookings.