Tourism Northern Territory: MATES OF THE TERRITORY

CHALLENGE: In 2013, just 2% of domestic travellers chose the Northern Territory over other Australian destinations for a holiday, leaving the NT at the bottom of the list of states and territories visited by Aussie holidaymakers.

Our challenge was to convince those intending to visit the region to make their dream a reality.

STRATEGY: Drawing on the power of advocacy, we conceptualised, launched and now manages a celebrity ambassador program, called Mates of the Territory, on behalf of Tourism Northern Territory.

This involved securing and negotiating contract arrangements with up to nine celebrity ‘mates.’ To date, these ‘mates’ include Channel Nine’s TODAY Show co-host Lisa Wilkinson; former cricketing legend Matthew Hayden; sports reporter Mark Beretta; world champion surfer Layne Beachley and professional Instagrammer Lauren Bath.

IMPACT: In 2014, the Mates of the Territory program generated more than 350 pieces of traditional and social media coverage, with more than 230 million impressions.

We hosted seven ‘mates’ in each of the NT’s seven regions, creating a library of high-quality assets and generating new news hooks for media. Highlights include appearances on the TODAY Show, Sunrise and Taste of Travel, and front covers of Australian Traveller and Women’s Health.

Since engaging Kite, visitor numbers to the NT increased 14% in 2014 compared to the same period in 2013.