Tourism NT partners with Aussie label Bless’ed Are The Meek in a campaign to attract fashion-conscious women to visit the Northern Territory
Tourism NT has partnered with Australian fashion label Bless’ed Are The Meek in a creative marketing initiative to attract fashion-conscious 18-35 year old women worldwide to visit the Northern Territory.
The sponsored Spring Summer 2013 collection will be unveiled today at 10.00am at Mercedes Benz Fashion Week Australia, with a runway show featuring architectural video mapping utilising footage shot on location in the NT in an innovative marriage of fashion, technology and travel. Guests entering the venue will be immediately transported into the iconic, beautiful landscapes of Australia’s own backyard, the Northern Territory.
Bless’ed are the Meek designer Maria Maung was inspired to design the Spring Summer 13 collection – titled ‘Wanderlust’ – after seeing the stunning environment of Alice Springs via the work of artist Murray Fredericks.
Tourism NT worked closely with the creative team behind Bless’ed are the Meek to select some of the most awe-inspiring destinations in the Red Centre for the campaign shoot, including the West MacDonnell Ranges and Rainbow Valley Conservation Reserve.
The look book was shot by internationally renowned photographer Sonny Vandevelde and styled by Gabe Robinson, best known for his work as the head stylist on Channel Nine’s The Voice.
Consumers will have access to exclusive content from the collection shoot in the NT via Querty codes sewn into approximately 28,000 garments from the new collection, to be stocked in retail outlets in Australia and around the world later this year.
Says Adam Coward, executive director of marketing and communications at Tourism NT: “This partnership is a great example of how tourism bodies and fashion brands can present Australia to domestic and overseas markets through new and innovative technology. It also offers us a unique opportunity to reach a new audience of fashion-forward 18-35 year old women who may never have considered the NT as a holiday destination.”
Content created during the campaign shoot in the Red Centre will also be featured in domestic and international marketing activity when the new Bless’ed are the Meek collection arrives at retail outlets globally in July.
2 Comments
This is the funniest thing I’ve read in ages, thanks guys.
Just curious though, when you’ve attacted all the 18-30 year old fashion conscious women to NT, what are they going to do? Walk around Uluru in their $500 designer shoes. Fish for barramundi in their new season cocktail dress? Going on a shopping spree at Nhulunbury kmart?
Hi thanks – it is hilarious that you should write that !!!! The initial concept for the collection was developed from images of the stunning landscape in the NT, the garments were shot there on location to showcase the collection against a backdrop that inspired the designer. The collaboration has enabled a young global audience to think about the NT as a new destination to explore and enjoy. It would be pretty funny seeing girls sinking into the sand in their Louboutin’s but I am pretty sure they could rustle up a more appropriate pair of Alexander Wang hightops or some very functional Nikes. I would highly recommend a BATM maxi dress to stay cool and stylish in the NT temperatures, and the sequinned dresses would be amazing at the stunning Longitude 131 resort near Uluru. Maybe drop into Mixed Lollies boutique in Alice Springs for some styling tips, these girls cater to a very chic NT crowd!