Tourism NT: Vivid Sydney Hijack

The Northern Territory is a big place. But our marketing budget is a lot smaller than other state tourism destinations. So we have to be smarter with how we show up. And sometimes we just have to be cheeky. Like this year when we hijacked Vivid Sydney, the world’s largest festival of light, music and ideas. During the month-long event, held annually in the Harbour City, we carefully placed executions that drew attention to the Northern Territory’s version of what’s vivid. We had our own projected posters showing up near Vivid Sydney light installations and projections. We had OOH in major traffic areas throughout the month. We appeared in print alongside editorial coverage of Vivid Sydney. And we were all over digital. Yes, it was cheeky. But it was all in good fun. And, hey, it got us a lot of attention.