Project Details
Client: Tourism Northern Territory
Location:
Market Sector: Retail & Shopping
Project Classification: Complex
In October 2023, Tourism NT launched a nationwide brand awareness campaign with the objective of positioning the Northern Territory as a destination that is 'Different in every sense'. The aim of the campaign was to increase the Northern Territory's share of voice in the domestic market and inspire Australians to choose the Northern Territory for their next holiday.
For this 'Summer done differently' campaign, Tourism NT collaborated with Atomic 212º, kwpx Agency, JCDeceaux and Evergreen Walls to bring a touch of the Northern Territory to bus and tram shelters in Sydney and Melbourne.
The immersive activations at these shelters included motion-detector activated heat and sound, artificial native foliage, neon strip lighting, and customized towel-like seating. This strategic move by Tourism NT aligns with research that shows campaigns engaging multiple senses can increase brand impact by 30%, while those engaging over three senses can increase impact by 70%.
Products
Monstera Hanging Bush, Calathea Bush, Palm Leaf, Hanging Ferns, Boston Ferns, Leather Ferns
Ultra-realistic native flora custom plants including the wattle, sweet gum blossom, hanging eucalyptus