Darwin captures online attention
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(28 Aug 09) Crocodiles, waterfalls and sandbar parties are all featured in a colourful and vibraNT new online video series promoting Darwin on Yahoo7.com.au/mixitup
A unique partnership has been struck between Tourism NT, Channel 7 and Yahoo7 as part of this year’s destination Darwin marketing campaign, designed to entice consumers through high-reach television commercial teasers, and then capture them within the digital space through rich, informative and entertaining content.
Tourism NT’s General Manager of Marketing and Communications Ms Rita Harding said the videos are being hosted on a Northern Territory branded webpage within Yahoo7!
“The series follows the adventures of a hardworking young Sydneyite Anna Lunoe, as she is taken from her normal urban environment and brought to Darwin,” Ms Harding said.
“Her experiences are shown through entertaining 2-3minute ‘webisodes’ and enriched by a series of raw and intimate video diaries, where Anna becomes a conduit for online viewers to meet and experience Darwin’s characters and get a sense of the spontaneity and vibrancy of our tropical city,” she said.
An estimated 11.5million online users will view the campaign material over the eight week period, in addition to 1.5million offline consumers, who are part of the NT’s Spirited Traveller target market group.
The NT has welcomed over 20 tourism industry partners who are cooperatively and collaboratively promoting their products during the campaign period. Jetstar and Great Southern Rail are two of the highest contributing partners in addition to Student Flights, Territory Discoveries, Britz Campervans, 4WD & Car Rentals, SKYCITY Darwin, Intercontinental Hotels Group (IHG) and AAT Kings.
Local operators also took the opportunity to be involved including Crocosaurus Cove, Airborne Solutions, Mindil Beach Sunset Markets, Australian Harbour Cruises, Parap Gallery Precinct, Fish Darwin, Darwin Day Tours, Moonshadow Villas, Thrifty, Batchelor Butterfly Farm & Tropical Retreat, Darwin Harbour Cruises and Northern Territory Indigenous Tours, in addition 70 experiences being promoted through value offers on Travelnt.com.
“This huge commitment by industry compliments our very substantial $1.3million investment, which has brought not only the online video series and our own branded webpage on Yahoo7, but a series of supporting television commercials, print advertisements and online banner advertisements,” Ms Harding said.
The Darwin campaign will run for eight weeks, finishing on October 17. To check out the video series visit: yahoo7.com.au/mixitup
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