Making a noise for Tourism Northern Territory’s Million Dollar Fish campaign

This week, Kite helped Tourism Northern Territory to launch their Million Dollar Fish campaign to help lure tourists to the Top End during wet season. The competition will commence this October, when 76 tagged barramundi will be released across fishing locations across the Top End, with one of them carrying a $1 million prize tag and the remaining 75 carrying $10,000 cash prize tags.
To support the campaign, Kite developed a two-phased approach leveraging cricketing legend and Mate of the Territory, Matthew Hayden, in a light-hearted content series and developing a research-led media relations campaign around what Aussies would do for $1 million bucks.
In the first week of Million Dollar Fish’s launch, coverage has swept across the presses including  Channel 9’s Weekend TODAY, Channel 10’s Studio 10, Fox Sports, Mix 104.9, Wave FM, 2SM, Gold 1242, TRFM, The Australian, The Courier-Mail, Australian Men’s Health and Yahoo!7 Total Travel.