Tourism NT is targeting potential millennial holidaymakers in Australia with great reasons to visit the NT now through a new marketing campaign.
Previous successful marketing to this audience has been attributed to appealing NT content appearing in places where millennials spend their time, predominantly through digital channels and on social media.
As part of 2019’s campaign, Tourism NT is hosting a group of seven social media influencers comprising travel bloggers and content creators on a trip around the Territory to build on the NT’s reputation as a must-visit destination.
The group is travelling from the Red Centre to the Top End and will share their best photos with their social media followers using the hashtag #NTaustralia. Combined, the group has more than 1.49 million followers, so the marketing potential of the trip is huge.
The extensive reach of social media posts was highlighted recently when Australian movie star Margot Robbie posted a photo of Uluru on her Instagram page. More than 1.6 million followers liked the post, with more than 6000 commenting.
In July 2018 an Instagram photo taken at Bitter Springs by social media influencer Carmen Huter received more than a million likes after the social media giant reposted it on the official @instagram page, which has more than 243 million followers. Carmen was taking part in a road trip hosted by Tourism NT through the NT Government’s Turbocharging Tourism initiative.
As part of the current campaign, Tourism NT has engaged other channels that millennials respond well to such as Facebook, Pedestrian TV, Spotify and YouTube.
The seven influencers travelling through the Territory will provide owned content for Tourism NT along the way, including images, videos and travel articles. In addition they are running photography workshops for winners of Tourism NT’s Snap the NT competition – one took place at Alice Springs Desert Park on 26 May 2019 and another will take place at Darwin Trailer Boat Club on June 1 2019. The competition involved Territorians uploading photos of the NT to their social media channels using the hashtag #snapthent.
Source: NT Government
Image credit: Matt Cherubino