Revealed on March 1, 2021, “Seek Different” is nationwide destination marketing campaign that aimed at inspiring domestic travellers who are facing ongoing travel restrictions to experience something truly different in Northern Territory, Australia.
The Seek Different campaign positioning Northern Territory itself as an escape from the anxiety Australians feel in their every day lives. It encourages Australians to pursue different experiences in the range of cultural and historical sites in the Territory.
Accodring Tourism NT, the Northern Territory is not a normal holiday destination. Therefore, the Seek Different campaign highlights the uniqueness to the rest of the country.
The campaign highlights how we all seek to be our own person and how we want to be seen as individuals. In the Territory Australians can be themselves and express who they want to be, while at the same time be surrounded by the abundant nature and wildlife, learn about teh history and immerse in Aboriginal culture to experience all the adventure the Territory has to offer. And do something different to anything we’ve ever done before.
Led by a two-minute TVC, the campaign is planned to air across TV, video-on-demand and cinema, as well as print and relevant digital channels. Social media targeting will be executed with 15 second spots focusing on different destinations and experiences in the Territory.
The Seek Different messaging is the next step in bringing to life the Different in Every Sense of Northern Territory’s brand positioning. The media strategy will target all Australian domestic travellers based on population, with weighting higher in NSW and Victoria.