The NT Government has unveiled a new brand to shift outside perceptions of the NT and encourage people to invest, do business, live and work here.
The new name and tagline is: The Territory, Boundless Possible and it features a full narrative, look and feel to reposition the NT.
The government is due to launch its new population drive tomorrow.
The Masterbrand was developed by the Internationally-recognised, award-winning brand specialist The Royals who teamed up with the Territory’s Boab Design and market research company McGregor Tan.
The Royals won a $1.5m contract earlier in the year to come up with the brand.
The Territory, Boundless Possible will work in conjunction with the Population Growth Strategy (being launched tomorrow) to help boost our population, drive economic growth and create jobs.
McGregor Tan’s research found that one of the greatest challenges was to bust the myths that the Territory was hot, dry, masculine, isolated, tough and lacking in opportunities.
The research also found people thought the NT was – Hot & dry, Just desert, Full of crime, Nothing to do, No opportunities, Blokey, Racist, Isolated, Tough, Just a rock, A bit backward, Nothing here.
It also found a cohort of more than 2 million Australians they refer to as “Committed Opportunists’’ who are open to living, working and investing in the Territory. This group will now be targeted through campaigns running over a two-year period.
The Territory, Boundless Possible will be used to market the Territory, encompassing:
- The language … The Territory, Boundless Possible (how we describe where we live, where anything is possible).
- The colours … by adding sky blue to red earth we get the warm, inviting colour - purple.
- The creative concept: pathways … There are few straight lines in the Territory. Established rivers, creeks and roads have shaped our landmarks, wetlands and coastlines. Opportunities shape our journeys in the Territory.
An initial campaign will be launched to raise awareness solely within the NT because locals are the key ambassadors to help encourage people and businesses to consider the Territory as a place of opportunity.
The Territory, Boundless Possible will then be launched internationally at the Reaching South to the Territory trade mission in Shenzhen, China later this month, followed by a national launch at the Facing Northbusiness mission in Canberra.
A dedicated team has also been established to oversee and encourage the use of the brand across both public and private sectors, engage with stakeholders and manage brand development, marketing and communication initiatives.
For further information or to find the tools and guidelines go to boundlesspossible.com.au
Chief Minister Michael Gunner said: “The Territory Labor Government’s number one priority is creating local jobs. Attracting more people to live in the Territory means more jobs.
“We want to show the world that the Territory is a land of opportunity, but to unlock the full potential of Northern Australia – to create jobs and attract people - we need to put the modern Territory story forward.
“We have got to reset the Territory’s image, change perceptions and encourage more people to invest, do business, live and work here.
“The Territory, Boundless Possible is like no other brand historically used to reposition the Territory.
“The story behind it is about changing perceptions, not only in living rooms around Australia, but in the halls of Federal Parliament, in offices, in boardrooms - from Sydney to Singapore.”
Chris McLennan
ACM national rural property writer based in Bacchus Marsh, Victoria. Career journalist. Multi award winner.
ACM national rural property writer based in Bacchus Marsh, Victoria. Career journalist. Multi award winner.
