APAC Destination Campaign of the Year: Tourism Northern Territory
Tourism Northern Territory worked with Expedia Group Media Solutions to develop an integrated digital campaign designed to generate brand awareness, position Northern Territory as a top of mind destination for Australian travelers and increase visitation. The “Do the NT” campaign centered around an interactive hub featuring a NT Travel Bucket List, which allowed users to explore all that the region offers and create their ideal bucket list trip experience to NT. Once users created their NT Travel Bucket List, they could submit it for a chance to win the opportunity to experience the first item on their personalized list. “Do the NT,” which ran during September and October 2016 on Expedia’s Australia site, was supported with display advertising and Passport Ads. In the first month and a half, the campaign saw remarkable success generating over 5,000 contest entries and 14,000 landing page sessions from over 12,000 unique users, with an average session time of over two minutes.