TIMING
2007
COMMUNICATION OBJECTIVES
Reach and influence Spirited Travellers, change and enhance Australian’s perceptions about NT, reinforce destination features, create an everlasting map of the NT, increase the preference to visit the NT, drive traffic online and create a promotional platform that allows active participation.
SOLUTION
MCN produced content showcasing local NT people and their stories within relevant Channel environments.
This content tied in with campaigns in News Ltd Publications. National Geographic Channel (NGC) partnered Tourism NT by hosting a competition, producing interstititals, integrating online through the homepage, video streaming, photo gallery, competition entries, newsletters and a joint advertisement in MX newspapers.
Content showcasing local NT people and their storeis, tied in with News LTd Publications and Tourism NT competitions, interstietaions, webstie, video streaming, photo gallery, competition entries, newsletters and a joint ad in MX newspapers.
An ‘umbrella’ strategy that showcased local NT people and their stories, communicated through various forms of content including a competition, interstitials, photo gallery and newsletter. The content was available on-air, online and in News Ltd publications.
RESULT
Australian PROMAX awarded SILVER for Best Sponsor's Spot - Northern Territory: Greg Peckham.
We are delighted to be working with NGC… NGC not only demonstrates they understand the marketing challenges we face but truly commits to working with us in partnership to develop high impact and value for money creative solutions… it is vital we find and work with partners who are driven, as much as we are… delivering powerful, high impact messages that truly resonate. We look forward to our ongoing partnership.”
Rita Harding,