Share our Story Television Promotion Launched     10 May 05

Pay TV, SBS viewers and Qantas passengers were invited to share the Northern Territory story with the launch of a new three-minute television promotion on Sunday, May 8, 2005.

The motivational piece is the first major television promotion to carry the refreshed Northern Territory Brand – Share Our Story – launched by the Northern Territory Tourist Commission in March this year.

The promotion has been developed to attract the "spirited traveller", a group that latest research shows are predisposed to coming to the Northern Territory and are attracted to the natural and cultural experiences the Territory has to offer, but are light viewers of traditional free-to-air commercial television.

In a move away from traditional destination television commercials, the piece is a documentary style, more like a short film than a television commercial, that takes viewers on an emotive visual and audio journey, showcasing the diversity of experiences the Northern Territory has to offer.

The soundtrack has been composed specifically for the piece by renowned Territory artist Ash Dargan and combines a distinct blend of indigenous and contemporary music that is uniquely Territorian.

Targeted Pay TV channels that will air the promotion over the next three months include: Discovery, Lifestyle, National Geographic and BBC World channels, along with SBS TV. The piece will air more than 175 times over the period.

NTTC general manager marketing communications, Rita Harding, said that Pay TV is the perfect medium to get the message to the NT's target audience.

"Our research has shown that our advertising needs to be tightly focussed at our target audience – the spirited traveller – and has to cut through the advertising clutter to have an impact," Ms Harding said.

"We have produced a piece that celebrates our unique identity as a destination and has tested very strongly with the target audience," she added.

Qantas will also screen the promotion on their in-flight video program over 800 times per month on domestic flights from June through to August and on inbound international flights arriving into Melbourne and Sydney in July and August.

The placements are part of the Commission’s $1.7 million media buy to launch the new NT Tourism Brand – Share Our Story – into the market and complement other current promotional activities running at this time, including the Destination Alice Springs campaign.

Website: www.nttc.com.au