Tourism NT shifts brand messaging to ‘Do the NT’
Tourism NT has shifted its domestic brand messaging to ‘Do the NT’ in its series of new TV commercials and print and digital advertisements.
The $1.2 million campaign which is rolling out nationally, positions the Northern Territory as a fun, active and social place for holidays.
The ad, which like last week’s Host campaign for WA Tourism includes no voiceover – relies on shots of a middle aged couple enjoying the state’s rugged beauty and varied activities set against a soundtrack.
For a couple of years Tourism was a great category for great creative.
Now…this. And WA. And the try-hard Tasmanian campaign.
This does not shift the needle at all. And wont. It seems the people who created this have never worked on a tourism brand before. Because if they did they would know this “moving brochure” wont “Do” anything. As for the client…well…obviously risk averse.
Huge disappointment.