‘Seek different’: New tourism campaign entices interstate travellers to the Territory

A NEW nationwide tourism campaign celebrating the unique travel experiences of the Northern Territory — and featuring the famous voice of Territory broadcaster Charlie King — has begun rolling out across TV, radio, cinema, print and social media

A NEW nationwide tourism campaign celebrating the unique travel experiences of the Northern Territory began rolling out across TV, radio, cinema, print and social media

on Monday.

It was launched by the NT government to try to lure tourists back to the Territory following the various border closures associated with COVID-19.

Tourism Minister Natasha Fyles confirmed that the campaign cost $2.5m and will run until mid-April.

“Government and industry have worked together in partnership to support an industry that has been particularly hard hit and devastated by the COVID-19 global pandemic,” Ms Fyles said. “And we are now focused on that rebound helping our tourism and hospitality industry step through.”

The campaign uses the tagline “Seek different” and features the voice of broadcaster Charlie King.

“The Northern Territory isn’t trying to be different - it just is,” Mr King can be heard saying in one of the ads.

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General manager of Tourism NT Tony Quarmby told ABC News Breakfast that 18 per cent of the NT workforce depends on tourism.

Mr Quarmby explained that the NT’s tourism industry was more vulnerable to shocks than that of other states.

“Our low population base doesn’t lead to a lot of local travel,” Mr Quarmby said.

“So any impact to borders has a huge effect on the tourism industry.”

Alice Springs Reptile Centre director Rex Neindorf is hopeful the campaign will benefit some tourism operators but said businesses like his will need a lot more help if they’re going to make it to the end of the year.

“Alice Springs and Central Australia have been hit much harder than Darwin. Last year was easy because we had all the supports in place. But this year will be a major struggle,” Mr Neindorf said, explaining that JobKeeper and other financial support programs are due to wind up at the end of the month.

“I’ve got fingers crossed that we’ll pull through and still be here this time next year. But it’s looking like 50-50 at this time.”

Mr Neindorf said that the Reptile Centre, which heavily relies on Victorian families for its domestic business, will need international tourists to return in order to survive.

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“The vast majority of the (Australian) families that travel up to here come in the Easter holidays, and then June/July and September/October. And they all squeeze into a couple weeks of each other.”

This phenomenon creates dips in domestic travellers at all other times of the year.

“We need to get huge numbers of people in throughout the whole year and domestic tourism just doesn’t allow that. The international market fills in all the gaps.”