Aussie Northern Territories ramps up marketing

Tourism NT has launched a AUS$1.1 million dollar marketing push for World Heritage-listed Kakadu National Park.This is the first time the Park has been the focus of such a major campaign and the first in a series of campaigns Tourism NT has planned for Kakadu in the coming years.

The launch follows an announcement two weeks ago that an Australian Traveller reader poll had voted Kakadu National Park the number one place ‘to visit before you die’.

Maree Tetlow, Chief Executive of Tourism NT, said Kakadu National Park is an Australian icon, and one of only a few World Heritage areas on the planet listed for both natural and cultural values.

“This campaign will highlight indigenous culture, adventure activities and the striking landscapes contained within the Park,” said Ms Tetlow.

“It will reintroduce the magnitude and majesty of Kakadu to travellers and remind them it is a place they must see.”

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The consumer-based campaign will be complemented by marketing aimed specifically at travel trade in order to educate and dispel myths about Kakadu.

In particular trade education will highlight that Kakadu:

* is an easily accessible (about two hours’ drive from Darwin) all-year-round destination,
* offers the traveller much to do and see,
* experiences an annual cycle of six seasons recognised by local indigenous people,
* is best experienced over a few days - allowing time to fully explore its diverse and magnificent landscapes.

The words enchaNTing, iNTrepid and adveNTure will headline the Kakadu campaign, in keeping with the second phase of Tourism NT’s Share our Story brand, launched in February. These words have been chosen to best express the essence of Kakadu.

The marketing push begins on April 17 with the national airing of a 45-second television commercial on Pay TV, SBS and some free-to-air stations.

A travel guide and map of the Park will be inserted into major metropolitan weekend newspapers across Australia on April 22 and magazine and Internet advertising will also roll out over the next six weeks.

The Kakadu campaign complements the suite of destination-specific marketing campaigns to fall under Tourism NT’s brand refresh, Share our Story, launched in March last year. The NT’s other six key destinations are Darwin and surrounds, Katherine and surrounds, Tennant Creek and Barkly, Alice Springs and Uluru.
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