Tourism Northern Territory: Launching Tourism NT’s Million Dollar Fish campaign with a splash

CHALLENGE: To launch and raise mass awareness of Tourism Northern Territory’s Million Dollar Fish campaign where an iconic NT barramundi was tagged with $1 million dollars and released into Top End waters for ‘fishos’ to try their luck at catching.

Kite was tasked with achieving widespread coverage of the campaign in key media titles, driving registrations via the campaign website, and highlighting multiple NT regions as the ideal holiday destinations to ‘Stay, Play and Fish’.

STRATEGY: Kite positioned Mate of the Territory ambassador and Aussie cricket legend Matt Hayden as the campaign spokesperson and created a series of compelling content videos used to sell-in to media and for the campaign microsite. We also developed and commissioned newsworthy research to wrap around the campaign, with a targeted media strategy to spike coverage at launch.

Throughout the campaign’s five-month period, Kite generated ongoing spikes of news through targeted winner profiling with media and by leveraging campaign milestones to secure national coverage. Kite also negotiated and managed successful media partnerships with Fox Sports, Studio 10, Weekend Today and fishing personality and journalist Al McGlashan.

To ensure issues preparedness for the campaign, Kite developed winner contingency plans and issues management plans.

IMPACT: With the support of PR, more than 43,000 people registered via the campaign website, including 6,000 who travelled to the NT to participate in the Million Dollar Fish competition. Over 170 pieces of coverage were secured in top tier travel, fishing and consumer publications, generating over 59 million impressions across broadcast, print, online and social, with strong cut-through of Million Dollar Fish messaging.

On 1 March 2016, Tourism Northern Territory announced the competition’s second season thanks to season one’s overwhelming success.