Opposition leader Gary Higgins said from the start, the campaign was unclear and difficult to comprehend, and in practice had not achieved what the Government said it would.

"The Territory population has gone down, not up. The economy is worse, not better," Mr Higgins said.

"We are the worst performing economy in the nation, and we cannot afford to blow $3 million on a so-called campaign that achieves nothing.

"It beggars belief that the government continues to defend their master brand and the campaign attached to it and all the while there are no specific Performance Measures they've identified.

"The Opposition will continue to put the pressure on the Government for their wasteful spending which includes: A spend of almost $3 million, with $1.8 million being allocated in the 2019-20 budget $403,406.74 on a single 60-second advertisement that ran during the AFL Grand Final, $408,741 on advertising Boundless Possible within the NT, despite the purpose of the campaign being to attract people to the Territory and $40,000 plastering the Boundless Possible branding on the side of a sub-orbital rocket.

"We cannot understand why the government has ruined such a golden opportunity to do something really special for the Territory - something which we could all be proud of and more importantly, something which would work," Mr Higgins said.

"We do need to grow the population but not by wasting money. We need to encourage private sector investment which will create jobs."

Responding in NT Parliament yesterday, Chief Minister Michael Gunner said: "We need to start telling the Northern Territory story ourselves, proudly, not leaving it to others to tell, or have it not told.

"The Boundless Possible master brand campaign came along-which is not a government campaign; it is owned by the community. It is about having others telling the Territory story. We had to tell our own story.

"It has come through very clearly from the research that we have to own our own story and tell it. Boundless Possible is part of us reclaiming the Northern Territory story. We cannot accept that these misconceptions exist around Australia; we have to tackle it. There are lots of decisions going into living, visiting or investing in the Northern Territory.

"The majority of decisions about the Northern Territory are made elsewhere, unfortunately. They are made in the corridors of Canberra or the boardrooms of Sydney, Brisbane, Melbourne, Adelaide and Perth. This is a problem and the people in those boardrooms, the people walking the corridors of Canberra, do not know us but they are making decisions about us based on the wrong information."

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