Tourism NT - "Territory - For Real" capitalizing on the success of the Netflix series "Territory" to promote the Northern Territory.
By aligning with the "set-jetting" trend, where audiences seek to visit locations from their favorite shows, Tourism NT effectively transforms on-screen interest into real-world tourism, offering viewers a chance to immerse themselves in the authentic settings of "Territory."
A standout feature of the campaign is the strategic partnership with Netflix, including a custom video ad featuring NT's Charlie King, targeting Netflix viewers to promote the message: "The Territory e� For Real."
The campaign targets global viewers of the "Territory" series, adventure seekers, nature enthusiasts, and travelers interested in exploring unique cultural and natural landscapes.
TARGET AUDIENCE
About the
Campaign -
By aligning with the "set-jetting" trend, where audiences seek to visit locations from their favorite shows, Tourism NT effectively transforms on-screen interest into real-world tourism, offering viewers a chance to immerse themselves in the authentic settings of "Territory."
Core Theme of the Campaign -
1. Campaign Launch: Initiated in October 2024, coinciding with the release of "Territory" on Netflix, to maximize audience engagement.
2. Strategic Advertising: Employed a mix of out-of-home, print, digital, and social media advertising to reach a broad audience, aligning campaign visuals with Netflix's promotions.
3. Custom Video Content: Featured a bespoke video ad with NT's Charlie King, aired to Netflix's ad-supported viewers, enhancing the campaign's authenticity and appeal.
4. Dedicated Landing Page: Created a specific webpage offering travel deals, station stay packages, and listings of NT experiences, serving as a hub for potential visitors.
5. Global Reach: "Territory" achieved the No.1 position in Australia and No.3 globally on Netflix, providing extensive exposure for the NT.
6. Economic Impact: The production of "Territory" injected approximately $6.9 million into the NT economy, showcasing the region's capacity to support large-scale projects.
7. Filming Locations: Highlighted iconic NT sites such as Wangi Falls and Daly River, enticing fans to visit these real-life locations.
8. Industry Collaboration: Encouraged travel agents and industry partners to leverage the heightened interest in the NT, fostering collaborative promotion efforts.