Tourism NT: CICTYT Social Red Centre

THE BRIEF
Develop a strategic framework, creative concept and campaign assets that positions the NT as the undeniable leader in the Aboriginal tourism sector among 18+ domestic travel intenders with no kids under 18.

THE PROCESS
We developed ​the campaign platform “Culture is closer than you think” which let Aussies know that they don’t have to travel overseas and spend thousands of dollars to find ancient cultures. The NT’s Aboriginal tours and experiences are unlike any in the country, and they’re all accessible without a passport. We worked closely with Tourism NT’s Aboriginal Tourism Committee to ensure all of our visuals and messaging were representative and respectful. We commissioned research that asked 1,000 Aussies in our demo whether they understood the nuances and intentions of the comms. The responses were incredibly favourable – nearly half (48.9%) were more likely to visit the NT following exposure to the campaign (exceeding the usual benchmark by double).

THE WORK
We showcased the wealth of food, arts, events and connection to Country experiences you can have in the NT, and worked with NT-based record label Skinnyfish to produce an original track for the campaign video featuring a First Nations artist. We also created a guide to responsible travel in the NT which gives visitors advise on how to go on Country respectfully, narrated by ABC broadcasters and NT legend Charlie King. The campaign ran across paid social, metro OOH, YouTube and TVC between September 2022 and January 2023.

THE WORK WORKED
The campaign was a huge success, and exceeded all KPIs for awareness and consideration. On launch, the campaign garnered praise with the likes of Campaign Brief and Travel Weekly. In August 2023, “Culture is close than you think” won the Mumbrella Award for Collaboration – an industry recognition of Common Ventures’ commitment and dedication to true collaboration with all partners.