Tourism NT launches 2016 ‘Stop Guessing, Start Doing’ campaign via Common Ventures, Sydney

Building upon the 2015 brand campaign’s ‘It’s about time’ strategy, Tourism Northern Territory and its creative agency Common Ventures, Sydney have launched a new TVC that continues to push the brand away from the traditional constraints of Tourism advertising.  

The TVC not only covers off the abundance of things to do in the NT, but it showcases the uniqueness of activities available. Some of the NT’s more obvious landmarks take a back seat to the territory’s fine dining spots and natural infinity pools as the audience is pushed to ‘Stop guessing and start doing’.

VIEW THE SPOT

Says Tourism NT’s A/Manager of Consumer Communications, Monika Tonkin: “The campaign builds upon the urgency of the 2015 campaign by demonstrating that the Northern Territory is great value for a domestic holiday destination. The new TVC adds a layer of iconic regional landscapes, NT humour, accessible adventure, breadth of experiences and value offers to illustrate a trip to the NT is worth the money.

“By using humour and unconventional destination footage, we were able to push the TVC creative into a space that really reflects the affable, larrikin nature of the territory.”

Jane Burhop, Creative Director of Common Ventures went on to explain the approach taken to show off this uniqueness and how demonstrating value through the variety and quality of experiences in the NT was the driving force behind the TVC concept.

“A trip to the Northern Territory is a different kind of travel experience. It’s somehow awe-inspiring yet raw and real at the same time. By mimicking how people capture moments when they’re travelling, the camera is always in amongst the action – not just watching from the sidelines. In an effort to fuel a more emotive feeling, more and more brands are steering away from overly polished, sweeping shots to put you into a family lounge room, or in this case – you get to be the third wheel on a romantic getaway to the northern territory.”

Together, the Tourism Northern Territory Marketing team and Common Ventures worked closely with NT industry operators and suppliers to capture the unseen side of the region. Acclaimed director Craig Melville from Jungle, in collaboration with NT production house Global Headquarters, were brought on board to help Tourism NT and Common Ventures bring this spot to life. 

Agency: Common Ventures

Media company: Atomic 212

Tourism Northern Territory