Northern Territory Government

What we were asked for

Over the last decade The Northern Territory had evolved significantly.

The Northern Territory Government wanted a place brand story that reflected the contemporary reality of the place, not the dated perception of singlets, beer and crocodiles.

The place brand needed to drive inbound visitation, and skilled migration. Crucially, it needed to be owned and celebrated by Territorians themselves.

Our differentiated solution

Understanding the inherent complexities of the engagement, we reached out to two organisations to form an international team – Story Engine from Canada and The Royals from Melbourne.

The team engaged with over 700 Territorians and 2000 domestic and international respondents to tap into their unique insights into the Territory’s differentiation.

We built that differentiation into a suite of communication tools including the Territory’s brand story. After the launch of the ‘Boundless Possible’ place brand Tourism Northern Territory asked for the work to be extended into a tourism brand strategy that would underwrite their future campaigns and ongoing industry engagement.

Northern Territory Government