The NT Government has responded to claims Katherine has been snubbed in its latest tourism campaign
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The ‘Summer Well Spent’ campaign, which is set to cost the government almost $30,000, mainly focuses on Darwin, Kakadu and Alice Springs.
You have to dig deep into the website to find promotion on Katherine.
Tourism and Culture department deputy CEO Andrew Hopper said the Territory Government continues to invest in existing and new tourism product, to lure visitors here from interstate and overseas.
“We also recognise how important it is to support our nearly 1400 employing tourism-related businesses by actively marketing and promoting the Territory,” Mr Hooper said.
“Tourism is a key economic driver for the Territory. In 2015-16 it pumped close to $2.2 billion into the economy and provided employment, directly or indirectly, to more than 17,000 people, amounting to 12 per cent of the Northern Territory’s workforce.
“The objective of the Summer Well Spent campaign is to entice more visitors to the Territory over what is traditionally the slower season. It is also one of the many campaigns promoting the Territory, its uniqueness and experiences,” he said.
“The main focus of each campaign component from website, video, social media post and PR is to address traditional barriers to travel such as unaffordability, weather and business closures while not focusing on any specific regions.”
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Mr Hooper said Katherine and Nitmiluk National Park will feature in print advertising as part of the Summer Well Spent campaign, specifically highlighting what is available in the region over the summer months.
“Katherine and Nitmiluk National Park currently feature throughout the campaign page www.northernterritory.com/summerwellspent, in the articles and deals sections,” Mr Hooper said.
“The ‘must do’s’ such as Katherine and Nitmiluk Gorge will always feature heavily in the campaigns to hook the holidaymaker and inspire them to book. There currently are multiple promotions in market or in planning to promote Katherine and the surrounding region.
“The largest of Tourism NT’s awareness campaigns ‘Stop Guessing, Start Doing’ featured Katherine and was in market from 3 September to 28 October 2017.
“The Million Dollar fish international campaign also has large components dedicated to Katherine and the surrounding region and will be heavily promoted until February 28,” he said.
“The 2018 Drive campaign will commence in February and will specifically feature experiences and attractions in and around Katherine and Nitmiluk.”
Mr Hooper said there will continue to be considerable public relations activity from publications featuring Katherine such as the recent Qantas in-flight magazine article which featured Katherine on the cover and throughout the magazine.
The magazine routinely reaches an audience of over 467,000 dedicated travellers.
“An article that featured a cruise into the Jawoyn Land was recently syndicated across 13 newspapers with a combined readership of 577,730. Other PR articles in October were featured in the Sydney Morning Herald and the Lucky Break magazine which combined have a value of nearly $100,000,” Mr Hooper said.
“To ensure recent promotions drive visitation there have also been corresponding conversion campaigns featuring Katherine products. These have been run in partnership with Flight Centre, Great Southern Rail and WOTIF and with airlines Virgin and Jetstar.
“These conversion campaigns are in addition to the larger media campaigns, promoting all NT destinations including Katherine. The conversion campaign budget is approximately $320,000 running from November 2017 - February 2018. This includes contributions from all participating parties,” he said.
