Netflix Territory: Tourism NT launches new campaign as TV series hits number one globally

The Territory’s main tourism body has launched a massive new campaign across Australia, North America and Europe to coincide with the runaway success of the new show dubbed ‘Yellowstone in an Akubra’.

The Northern Territory’s main tourism body has launched a massive new ad blitz across Australia, North America and Europe to coincide with the runaway success of Netflix show Territory, which has just reached number one on the streaming service globally.

Territory, dubbed by some as “Yellowstone in an Akubra” or “McLeod’s Daughters with a bad-boy hint of Sons of Anarchy”, is top of the global charts as of Tuesday, according to industry data aggregator FlixPatrol.

Netflix, which only provides weekly snapshots, the most recent of which was October 21–27, still has Territory ranked third with 6.4 million views, behind The Lincoln Lawyer and This Is The Zodiac Speaking.

Now it can be revealed Tourism NT will seek to capitalise on the international exposure of iconic locations such as Wangi Falls, Daly River, Cahills Crossing, and Tipperary Station by launching a new campaign: Territory – For Real.

Territory reached number one globally on Netflix on October 29, 2024, according to industry data aggregator, FlixPatrol. Picture: FlixPatrol

“Territory showcases the best of what the Northern Territory has to offer tourists and those seeking an authentic outback adventure, with filming taking place across some of our most dramatic natural landscapes,” Tourism NT said in a statement.

“The series [has been] released worldwide on Netflix to over 270 million paid subscribers in more than 190 countries.

Territory tells the story of a succession battle for the control of a large cattle empire. Picture: File

“A comprehensive integrated marketing campaign will roll out across Australia, North America and Europe to amplify the show’s launch on Netflix and showcase the NT as a travel destination.”

Domestic and international fans of the show will be directed to a new website, northernterritory.com/territory, which includes partner packages, film locations and ‘set jetting’ content, itineraries, and operator products.

Imagery of Tourism NT's new campaign, Territory - For Real, which seeks to leverage off the success of global Netflix hit, Territory. Picture: Supplied

Themed travel packages will be available via Luxury Escapes and AAT Kings.

Operators wanting to participate in the program will be able to update their products in the Australian Tourism Data Warehouse with a The Territory – For Real themed badge, which would then allow the products to feature on the new Tourism NT site.

Experiences already available on the page include Bamurru Plains, Cicada Lodge in Nitmiluk National Park, Kings Creek Station glamping, an off-grid Tiwi Island retreat, and Bullo Station.

Tourism NT executive director of marketing, Tony Quarmby, said productions such as Territory, the largest ever hosted in the NT, were priceless in their ability to reach new audiences.

Tourism NT executive director of marketing Tony Quarmby at Seven Spirit Bay Wilderness Lodge. Picture: File

“Productions such as Territory are one of the best ways to showcase a holiday destination to an extensive global audience, through the drama, excitement and connection generated in the storyline it then creates awareness and inspiration to travel to the epic locations, while a mix of real experiences are then made available for audiences to undertake in real life,” he said.

“Tourism NT has had previous success leveraging screen content such as the recent Katherine family based series Barumbi Kids and the 2019 film Top End Wedding.

“Top End Wedding resulted in a 17 per cent year-on-year increase in visitation to the region and expectations are high we could achieve something similar from Territory.”

Mr Quarmby also gave a plug to Screen Territory, which played an instrumental role in luring Netflix to our ancient land.