Tourism Top End: Police 3 - 25% off

Tourism Top End launched a 25% discount initiative to drive travel bookings, but by late February, 40% of the $400,000 fund remained unredeemed, putting at risk up to $1.6 million in tourism value. With only weeks before the program’s cut-off, industry uptake had slowed and urgency was mounting. To reignite momentum, a fast-turnaround “Final Days” campaign was launched, led by radio for its immediacy and reach. Energetic, conversational scripts with local flavour and repeated calls to action were crafted to cut through the noise, spotlighting Top End experiences and driving immediate bookings.

The campaign delivered exactly what was needed. The remaining funds were fully redeemed within the tight window, unlocking the full economic potential of the program and triggering additional government incentives. Due to strong late uptake, the campaign was extended by a week, wrapping on April 7, 2024. The result was a significant injection into the NT tourism economy, with local operators, accommodation providers, and tour businesses all benefiting at a crucial time.