'Gone to a better place' – 60 second brand
'Gone to a better place' – 30 second Top End
'Gone to a better place' – 30 second Red Centre
Tourism Northern Territory
Everyone wants to get to the NT – but there’s no urgency to book. Tourism Northern Territory was faced with the challenge of visitors perpetually delaying this mandatory Australian adventure.
'It's About Time' is an integrated campaign that includes brand and regional TVCs, print, digital and social media and is an extension of the current brand positioning ‘Do the NT’. The creative steers away from the conventional structure of tourism advertising and uses three key components to create a strong, compelling story arc – the concept of limited time, the humour and larrikin persona of the NT and the current brand positioning of ‘Do the NT’.
The advertising reminds people that life is short, and now is the right time to do the NT.