Tourism NT has released its refreshed brand today which promotes the Northern Territory as unlike any other place on earth.

The new tagline ‘Different in every sense’, replaces the ‘Do the NT’ brand positioning launched in 2013 and is founded on the Northern Territory Masterbrand – Boundless Possible.

It is the result of thorough global travel research and testing, and positions the Territory as a place that connects deeply with people, awakening every sense. It is also aligned to Tourism Australia’s upcoming branding, our key partner for international marketing.

To link with the new Tourism NT brand, the Northern Territory Convention Bureau has also been re-named Northern Territory Business Events.

The domestic and international Tourism NT logo has also undergone a refresh following market research, with some suggesting that the current logo reflected the NT as being rugged and hot.

The refreshed logo retains the iconic Brolga and has been modernised with a simpler, cleaner look, which better resonates with the potential visitor market.

An interstate marketing campaign will be in market from Sunday, 15 September featuring outdoor advertising on billboards, street furniture and buses as well as digital, print media and social channels, before rolling out in international markets via relevant campaigns. 

The Northern Territory’s social media handles will also be refreshed to @ntaustralia on Instagram and @northernterritoryaustralia on Facebook and @NT_Australia on Twitter.  Travellers are encouraged to continue to tag #NTAustralia on their NT adventures.

Quotes from Minister for Tourism, Sport and Culture, Lauren Moss:

“The Tourism brand is the voice of the Territory as a holiday destination; it is a reflection of how people see our beautiful part of the world.

“We are operating in a competitive global travel market and this brand puts us on the front foot when it comes to reaching potential visitors.

“The new brand reflects the Northern Territory tourism products and services on an experiential level, not just the iconic landmarks and scenery we are already renowned for, and it focuses on how a visit to the Territory makes people feel.

“The new tourism brand is aligned with the Territory Masterbrand, building a larger picture of the Territory for investors, businesses, workers, families and anyone looking to relocate to somewhere with Boundless Possibilities.”

Quotes from Tourism NT Executive General Manager Marketing, Tony Quarmby:

“The new brand envisions the Northern Territory to be a place where senses run free, it emboldens the people who travel within to feel that openness and freedom within themselves. Holidays in the Territory allow visitors to truly disconnect from their everyday and reconnect to others in a place that constantly surprises and delights.”

“There are two parts to a destination brand, the consumer’s actual experience with the location, the people and organisations and then how they perceive that experience. 

“The brand research conducted as part of the brand review showed the tourism products and experiences that create the Northern Territory tourism brand perception are globally unique and the new brand creative will ensure we stand out from the crowd with marketing campaigns that reflect our competitively unique differentiation.”

Media Contact: Lisa Sennett 0436 929 858 lisaj.sennett@nt.gov.au

**Brand assets can be downloaded via Dropbox