This month we welcomed Australians not from hotspots back to the Territory.
We know that Australians have a lot of questions in this post-COVID environment – where can I relax? Where can I go to be in the sun? What can replace my international trip? Where can I experience a different culture? What can I do that’s different from my regular local holiday? The answer to these questions is the Territory.
Our latest campaign highlights that The Territory is the Answer Australians have been looking for, to escape to warmer climes, explore stunning landscapes or experience Aboriginal culture.
With thousands of travellers entering the Territory, we encourage everyone to:
practice physical distancing of 1.5 metres from those not known to you;
practice good hygiene;
stay home and isolate yourself from others if you’re unwell;
complete either a camping fee envelope or a logbook if camping or doing long distance walks in NT parks and reserves; and
keep informed via coronavirus.nt.gov.au as situations continue to change.
We’re also encouraging visitors to the NT and those currently in the NT to support our tourism operators and travel throughout our regions.
Territorians are clearly keen to explore their backyard with the Territory Tourism Voucher snapped up in nine hours. Our Visitor Information Centres have been exceptionally busy processing the vouchers and we thank them for their efforts. Thousands of vouchers have been redeemed which we hope will assist our operators during these challenging times.
We are continuing to streamline our international marketing focus and resourcing to suit the current global environment. In order to keep the Territory top of mind, activities in recent times have focused on low cost public relations and social media initiatives, and trade engagement, education and training via virtual platforms. To date, we have achieved strong results in media coverage and attendance at trade training sessions has generally been over-subscribed.
In light of the current forecast for international recovery, further revisions to our international marketing strategy will be made with in-market representation in Italy and France to cease from 30 August 2020 for the remainder of financial year 2020-21. Tourism NT will continue to maintain its presence in these countries via participating in Tourism Australia’s One Voice marketing approach, through trade training activities via the Aussie Specialist Program and by supporting TA led international media activities. Tourism NT will also continue to invest in direct consumer channels in Italy and France including northernterritory.com and TripAdvisor.
Towards the end of 2020, we will review our international marketing operations in the context of the global environment with further updates to follow in early 2021.