'Different in every sense' will replace Tourism NT's 'Do the NT' tagline from today as part of a new brand positioning aimed at attracting more visitors to the Northern Territory.

The deliberate departure from 'Do the NT', which first launched in 2013, follows extensive market research across key markets in Australia and across the globe.

Tourism NT Executive General Manager Marketing Tony Quarmby said the research, conducted as part of a brand review, showed the tourism products and experiences that created the Northern Territory tourism brand were globally unique.

“There are two parts to a destination brand, the consumer's actual experience with the location, the people and organisations and then how they perceive that experience,” said Mr Quarmby.

The new brand reflects the Northern Territory tourism products and services on an experiential level, not just the iconic landmarks and scenery, evoking how a visit to the NT should make people feel.

“We are highlighting the Northern Territory as a place where senses run free; it emboldens the people who travel within to feel that openness and freedom within themselves. A visit to the Territory allows people to truly disconnect from the everyday and reconnect to others in a place that constantly surprises and delights,” said Mr Quarmby. 

“The new brand will ensure we stand out from the crowd with marketing campaigns that reflect our competitively unique differentiation.”

Coinciding with the launch of the new brand is a refreshed logo, retaining the iconic brolga – a highly recognisable NT asset with more than 20 years of brand equity. The updated logo is simpler and cleaner, and features the brolga in front of an orange sunset, finished with a new Arafura Blue font.

The Northern Territory is unlike any other place on earth, because you don't just observe it, you feel it, it's different in every sense.

Ends

Assets for download:

New logo

Hype reel

Royalty-free images of the Northern Territory

For media enquiries, contact:

Matthew Ongarello, Tourism NT

matt.ongarello@nt.gov.au, 0448 419 297

Notes to editors:

Extract from copy featured in marketing campaign

A holiday in the Northern Territory is like no other. You'll see it in Kakadu's breathtaking landscape, taste it in a freshly-caught mud crab, smell it in the air as the sun rises over the West MacDonnell Ranges, touch it in an Aboriginal art gallery and hear it in the stories of our 65,000 year old culture. Visit the Northern Territory and awaken your senses

The new brand statement

The Northern Territory is the type of place where the sheer magnitude forces us to feel free and that anything is possible. The multi-sensory experience transcends the physical and connects you to the land, the ancient culture and the people. The Northern Territory empowers everyone who enters to disconnect from their hectic, always-on lifestyle and reconnect to what matters. And, because it is a place that offers a difference across all the senses, it emboldens the people who travel within to feel an openness and freedom within themselves. The Northern Territory is unlike any other place on earth, because you don't just observe it, you feel it, it's different in every sense.

Key agency credits

Strategic Positioning: The Royals Consortium

Creative and Campaign Development: KWP!

Media agency: Atomic121