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CASE STUDY

Tourism Northern Territory, Australia 

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About Tourism Northern Territory

The Northern Territory (NT) is a territory in Australia famed for its outback landscapes, amazing wildlife, ancient culture and friendly locals. In the Red Centre lies the iconic sandstone monolith Uluru (Ayers Rock), the red-rock domes of Kata Tjuta (The Olgas), and the sculpted cliffs of Kings Canyon. In the northern ‘Top End’ you can find the world-famous Kakadu National Park and the modern, tropical capital city of Darwin.

Tourism NT is the NT Government agency responsible for marketing the Northern Territory as a desirable visitor destination, and for the sustainable growth of the tourism industry. The agency develops marketing campaigns that promote the Northern Territory as a unique and must-visit holiday destination.

 

The Project

To limit the economic impact of bushfires and the coronavirus outbreak, in July 2020 the NT Government launched a voucher scheme that encouraged locals to explore their own backyard and support Territory tourism businesses until the borders could be safely reopened to visitors.

Over 26,000 vouchers worth $200 were made available for Territorians to put towards a tourism experience, so long as they matched the spend with their own money.

The $5.2 million voucher initiative was supported by a marketing campaign “Never have I ever…” that encouraged residents to book an experience they’d never got around to enjoying for themselves.

Tourism NT built an integration with Passcreator that created a wallet pass for every voucher registrant. Users were able to redeem the pass either in person, online or over the phone to claim their $200 discount. 

The response was amazing, with all vouchers being claimed on the first day of the campaign.

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