The Original Outback Experience

The brief to us from Tourism Northern Territory was to come up with a ‘big idea’ that would build awareness of the territory and increase bookings to Darwin with their airline partner, Singapore Airlines.

Our creative concept was to promote The Northern Territory as THE ORIGINAL. THE ORIGINAL for adventure, wildlife, culture and more. We created a campaign around what it means for The Northern Territory to be THE ORIGINAL, positioning The Northern Territory as the place in Australia to go to if you want THE ORIGINAL, authentic experience.

The campaign incorporated press and online advertising and an outdoor campaign in train stations across London and Manchester. Whilst the ad was running across a 40 metre Motion screen at London’s Waterloo station, a station forecourt event also took place with a live band and holiday to THE ORIGINAL OUTBACK giveaway with limited edition Oyster wallets. Here we share a short film to showcase the promotion.

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