Tourism NT’s latest campaign aims to leverage the Netflix series ‘Territory’ to enhance interest in the Northern Territory.
- The series showcases breathtaking landscapes, potentially driving a rise in travel inquiries.
- Tour operators are encouraged to offer itineraries featuring these stunning locations.
- The campaign aligns with themes of luxury and adventure, promising exciting experiences.
- Expected viewership could lead to a significant uptick in tourism interest across the UK.
The Northern Territory is bracing for an uptick in travel interest following the release of the Netflix series, ‘Territory’, as per Tourism NT’s latest initiatives. Capitalising on the drama’s portrayal of the awe-inspiring Australian outback, the tourism body has launched a widespread digital and social media campaign. This effort, titled ‘Territory – for Real’, not only promotes the natural splendour showcased in the series but also introduces potential travellers to unique itineraries featuring the very locations displayed on screen.
The ‘Territory’ series, a six-part drama set in the expansive Australian outback, chronicles a gripping tale of power struggles in a vast cattle station. This narrative is constructed against the backdrop of some of the Northern Territory’s most picturesque spots, including the UNESCO World Heritage sites Kakadu National Park and Litchfield National Park. According to Tony Quarmby, chief marketing officer of Tourism NT, the series has already captivated audiences, landing a spot among the top three shows on Netflix UK in its initial week.
With predictions of a 70% surge in interest towards Northern Territory content within the UK, the tourism board is proactive in ensuring that this momentum translates into actual travel. Their innovative campaign focuses on luxury ranches and thrilling outdoor activities that mirror the themes of the series, enticing viewers with the promise of real-life adventures that reflect the excitement and beauty portrayed on screen.
In historical context, the Northern Territory has previously seen significant boosts in visitor numbers following media exposure, as seen with ‘Crocodile Dundee’ in the 80s and ‘Top End Wedding’ in 2019. Such phenomena underscore the strategic move by Tourism NT to harness this media moment. Quarmby noted that despite the fictional nature of some portrayals, the global reach of Netflix offers a unique platform to highlight Northern Australia’s spectacular locations through relatable storytelling.
Tourism NT has curated a selection of enticing products for agents to promote, aiming to turn the fictional allure into tangible experiences. These offerings include stays at the Finniss River Lodge, excursions at the Katherine Outback Experience, and explorations at Bullo River Station and Bamurru Plains. Each promises a blend of authenticity and excitement, designed to capture the imagination of UK audiences who are inspired by the series.
Tourism NT’s strategic approach seeks to transform the ‘Territory’ series’ global appeal into increased tourism for the Northern Territory, showcasing real-life adventures that mirror the series’ allure.
