Northern Territory Government Newsroom

Local agencies share in tourism advertising pie

Local agencies have secured a fairer slice of the Territory’s $24 million tourism marketing spend under a new panel advertising contract that has just been awarded.

“In the past, the Territory’s tourism marketing has been led by a single interstate agency which contracted work out to smaller operators. We felt this could put many local companies at a disadvantage and the government asked for things to be done differently,” Chief Minister Adam Giles said.

“Eight local agencies have been selected as part of a new 3 year, $24 million panel contract for domestic creative and media services. Two of these agencies have been appointed in more than one category.”

The aim of this new approach is to grow local capability and capacity while providing Territory businesses with a slice of our tourism marketing budget.

“Territory creative agencies have a big role to play in telling the Territory’s tourism story on the local, national and regional stage,” Mr Giles said.

The new panel of agencies will be tasked to provide media, creative, photography, filming, editing, audio and digital services at the national, mid-tier and regional local level.

“The panel approach allows Tourism NT to have a direct relationship with local Territory suppliers and the flexibility to work with a variety of agencies to build on Tourism NT’s strong brand,” Mr Giles.

Six of the successful Territory agencies are based in the Top End and two in Alice Springs:

The allocation of work to the agencies will be decided based on their expertise as well as previous relevant experience, quality of ideas, value for money and ability to achieve the outcomes in the required timeframe.

The new panel contract will begin on April after the current contract with Publicis Communications expires.  Publicis Communications has been retained on the new panel.

Media Contact: Danielle Parry 0413 081 801