Tourism NT promotes its arts trail, weddings and the military in latest campaign via KWP! Darwin

Screen Shot 2019-02-11 at 9.04.30 am.jpgKWP! Darwin has hit the ground running since being appointed as the lead creative and strategic agency for Tourism NT in October 2018. The recently launched arts trail, wedding and military campaigns are the first pieces of work, showcasing the diversity and individuality of the Territory in three very different domains.

Launched by Lauren Moss, the minister for tourism and culture the arts trail will help support and grow the NT's Aboriginal arts and cultural industry and provide new and enriched attractions for local and international tourists. KWP! creative director Corey Swaffer explained the rationale behind the positioning of the NT as 'The world's biggest art gallery'.

Screen Shot 2019-02-11 at 8.51.39 am.jpgSays Swaffer: "If you say art, most people think of art galleries with paintings on walls and sculptures on plinths. While you will go to some places like this on the Territory Arts Trail, it's so much bigger than that. It's a Territory-wide offering that links so many different art and culture focused experiences and brings them to life for tourists across a vast and unique landscape that is art in itself. As such, the Territory Arts Trail makes the NT 'The world's biggest art gallery'."Screen Shot 2019-02-11 at 8.51.54 am.jpg

The video from the campaign features a local piece of music by Alice Springs' musician David Crowe, titled the 'Colours of the Territory' that speaks to the vibrant landscapes and ancient culture. A series of eye catching print and digital ads will send holiday makers to the updated website featuring itineraries and maps with attractions, events and special offers.

#SayIDointheNT is the latest digital and print based wedding campaign, inspiring couples to tie the knot at an NT location that will take their breath away. Epic pictures of real brides standing in front of sweeping landscapes and natural icons from Uluru, to Kakadu and Litchfield National Park speak for themselves, who wouldn't want wedding pictures like that?!Screen Shot 2019-02-11 at 8.52.03 am.jpg

This digitally led modern and sophisticated campaign aims to provide awareness of the Territory as a wedding destination and educate brides to be on how to turn their dream big day into a reality. A new webpage has been developed and a range of collateral has been developed for a Sydney Bridal Fair activation.

Not many people are aware that more bombs were dropped on Darwin than Pearl Harbor in World War Two. There is an amazing truth to be uncovered behind the Northern Territory's military history and that's the focus of this digital campaign.

Says Tristan Glover,Screen Shot 2019-02-11 at 8.52.18 am.jpg group account director, KWP! Darwin: "The Territory's military history is largely unknown. This campaign is about raising awareness of the significant military history of the NT and the number of interactive tours, museums, attractions and events that allow you to experience the history first hand."

Drawing on the style of the World War Two Military recruitment ads, the print and digital campaign is both compelling and eye catching for anyone with an interest in military history. And you can check out the website and video.

Agency: KWP! Advertising
Executive Creative Director: Corey Swaffer
Associate Creative Director: DavidScreen Shot 2019-02-11 at 8.57.38 am.jpg Ormston
Senior Art Director: Kent O'Halloran
Copywriter: Patrick O'Reilly
Group Account Director: Tristan Glover
General Manager: Kaia Hammond
Digital Strategist: Brittany James
Social Media Strategist: Jessie Wright
Strategic Director: David O'Loughlin
Executive Producer: Georgina Toole
Editor: Jeremy Hill-Brooks
Music (Arts Trail): Dave Crowe
Illustrator (Military) - Harry Slaghekke & Sam Tresize
Finished Artist: Andy Breeding, Amanda Cartwright & Carlie Chenoweth
Client: Monika Tonkin, Melanie Mutch, Nicole Sarfati, Becky Saywell
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3 Comments

Mess said:

What an absolute shambles of a campaign.
The work is all over the place.
The only consistent idea is Do the NT, which Mojo came up with 5 years ago.

What the...? said:

How the heck is this a consistent campaign? The whole set looks like it's from 3 different eras, 30 years apart, done by the same person.

Confederacy of dunces said:

Bet this was the work they presented for SATC to try retain the account.

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