The Northern Territory has yet another slogan - this one is 'Different in every sense'.
Tourism NT released its refreshed brand today which promotes the Territory as unlike any other place on earth.
The new tagline 'Different in every sense', replaces the 'Do the NT' brand positioning launched in 2013 and is founded on the controversial "Masterbrand" - Boundless Possible.
Of course Katherine has a new slogan as well, Katherine Alive, to replace "A logistics and agribusiness hub" which the NT Government came up with last year.
Tourism NT said the new slogan is the result of thorough global travel research and testing.
To link with the new Tourism NT brand, the Northern Territory Convention Bureau has also been re-named Northern Territory Business Events.
The domestic and international Tourism NT logo has also undergone a refresh following market research, with some suggesting that the current logo reflected the NT as being rugged and hot.
The refreshed logo retains the iconic Brolga and has been modernised with a simpler, cleaner look, which better resonates with the potential visitor market.
An interstate marketing campaign will be in market from Sunday featuring outdoor advertising on billboards, street furniture and buses as well as digital, print media and social channels, before rolling out in international markets via relevant campaigns.
Tourism, Sport and Culture Minister Lauren Moss said: "The Tourism brand is the voice of the Territory as a holiday destination; it is a reflection of how people see our beautiful part of the world.
"We are operating in a competitive global travel market and this brand puts us on the front foot when it comes to reaching potential visitors.
"The new brand reflects the NT tourism products and services on an experiential level, not just the iconic landmarks and scenery we are already renowned for, and it focuses on how a visit to the Territory makes people feel.
"The new tourism brand is aligned with the Territory Masterbrand, building a larger picture of the Territory for investors, businesses, workers, families and anyone looking to relocate to somewhere with Boundless Possibilities."
The NT Government today also launched its new tourism strategy projecting up to $3.6 billion in visitor expenditure and 3900 new tourism jobs by 2030.
Developed in collaboration with industry, the strategy sets the direction for the next 10 years and an ambitious target of between 2.51 million and 3.03 million visitors, accounting for between $3.01 billion and $3.67 billion in expenditure by 2030.
In terms of holiday visitors, projections are for between 1.18 million and 1.45 million holiday visitors by 2030, and $1.46 billion to $1.79 billion in holiday visitor expenditure.
The plan is a significant collaboration between the NT Government, regional tourism organisations Tourism Top End and Tourism Central Australia, the local tourism industry and the Tourism NT Board of Commissioners.
The strategy identifies six objectives that will make a real impact on the trajectory of tourism in the NT including:
- Grow investment in the Northern Territory's remarkable assets, product and regions;
- Strengthen and showcase the Northern Territory's distinctive Aboriginal cultural tourism experiences;
- Through strategic marketing activities grow the value of the holiday market in the Northern Territory;
- Leverage and build events to drive visitation;
- Develop ongoing access to and within the Northern Territory; and
- Increase recognition of the value of tourism to the Northern Territory.
The strategy also includes specific actions to achieve identified goals in the short, medium and long-term to attract more visitors to the NT, help the tourism sector deliver diverse, quality experiences while creating jobs for Territorians and encouraging private sector investment.
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