Million Dollar Fish – Season 2

CHALLENGE: To drive bookings to the Northern Territory (NT) during the wet season, Tourism NT asked Kite to launch Season 2 of the Million Dollar Fish (MDF2) competition, where one iconic NT barramundi tagged with $1 million and 100 tagged with $10,000 were released into Top End waters for ‘fishos’ to try their luck at catching.

Having landed and publicised MDF Season 1, Kite’s challenge was finding a fresh news angle for MDF2. We needed to spice up the competition with an inventive campaign, producing a platform able to attract renewed interest from target publics.

STRATEGY: To breathe new life into MDF, Kite created a clever over-arching platform called ‘Better luck in the NT’ (BLINT), built on the human insight that Aussies love reality TV and supporting the underdog. With 101 chances to win in MDF2, we decided to invite people who famously came runner-up to have better luck in the NT by fishing for prize-winning barramundi.

This tongue-in-cheek platform was perfect to freshen up Season 2 of an existing competition, and was also a perfect fit with Brand NT, drawing on the brand’s spirit of down-to-earth fun, friendly mateship and unique experiences.

IMPACT: Kite secured 116 pieces of media coverage, and invited runners-up from Australian Survivor (Lee Carseldine) and The Bachelor Australia (Nikki Gogan) to have better luck in the NT.

Lee took up the offer to try hooking $1 million in the NT (that’s double the Survivor prize money, but without the tribal councils!).

Lee’s trip saw him and love interest El Rowland experience the best of the Top End, generating extensive social media coverage through their respective personal channels, content for Tourism NT’s own channels, and coverage in mainstream outlets.

MDF2 saw a 10% increase in registrations compared to Season 1.