01 Nov 2015
Chief Minister of the Northern Territory, Minister for Tourism
Two of Australia's top Instagrammers will join forces this week to promote the ultimate Northern Territory road trip as part of the new 'A summer well spent' tourism campaign.
Mate of the Territory, Lauren Bath and Jewels Lynch will share the images from their NT road trip around the world with a combined following of more than 540,000 people on Instagram.
Chief Minister and Tourism Minister Adam Giles said the new tourism campaign encourages Australians to bag a bargain holiday to the Territory over summer and is targeted at the 18 to 35 year old age group who are heavy users of social media platforms like Instagram.
"Enlisting the help of high profile Instagrammers like Lauren and Jewels will help us get our message out that the Northern Territory is an affordable adventure holiday over the summer months," he said.
"As part of the new campaign, the pair will be showing plenty of ways you can 'cool down' in the Territory during the hotter months, promoting our waterfalls, swimming holes and outback beaches during the week-long road trip.
"The journey will also put our fantastic regions in the spotlight, showcasing their stunning natural beauty and attractions to hundreds of thousands of people around the world."
The girls' road trip will take them from Darwin to Alice Springs stopping off at Litchfield National Park, Nitmiluk National Park and Tennant Creek.
Ms Bath said she was a big fan of the Northern Territory having already explored Uluru, Kata-Tjuta, Arnhem Land and Kakadu, but she had never done the classic road trip.
"Together with my best girlfriend Jewels Lynch we will be hitting the road in an Apollo camper van to prove just how much there is to do during Summer in the NT, and how affordable it is too," Ms Bath said.
"We'll be cooking up a storm on the road, experiencing the many waterfalls and swimming areas and photographing all the great light and clear skies."
Ms Lynch said the NT was by far one of her favourite parts of Australia.
"I'm most looking forward to ticking off a few more of those unique & extraordinary NT locations that are topping my bucket list, in particular The Devils Marbles which I have been dreaming of visiting!" Ms Lynch said.
"I can't think of a better way to 'do' the NT than a girls' road trip with our Apollo campervan, loud music, fresh fruit and cameras at the ready... and I can't wait to share the adventure with pocket world!"
Mr Giles said the drive market was an important tourism segment for the Territory accounting for around 290,000 visitors a year.
"Using the global social phenomenon Instagram is just one of many innovative tools we are using to market the Territory as a holiday destination," he said.
"It will reflect the excitement of holidaying in the NT, particularly to younger people. The images posted by Lauren and Jewels will motivate travellers to book a trip to the Territory and experience the adventure for themselves.
"It's all part of the Country Liberals Government's plan to drive the development of North Australia and build a $2.2 billion visitor economy by 2020."
The new 'A summer well spent' campaign includes a dedicated microsite (www.travelnt.com/deals), featuring campaign partner and operator deals, as well as showcasing the many activities and experiences available in the Territory from December to February.
The 'A summer well spent' road trip will start in Darwin today (Sunday 1 November) and finish in Alice Springs on Sunday 7 November.
Follow Lauren and Jewels' road trip on Instagram at @laurenepbath and @jewelszee
Media Contact: Scott Whitby 0438 531 583