A new interstate advertising campaign will position the Territory as ‘the beating heart of First Nations culture’ and encourage visitors to head north to experience seven incredible events.
Darwin Festival, Darwin Aboriginal Art Fair (DAAF), Telstra National Aboriginal and Torres Strait Islander Art Awards (NATSIAA), National Indigenous Music Awards (NIMAs), National Indigenous Fashion Awards (NIFA), Country to Couture and SALON21 all take place in Darwin in August this year.
The campaign will be rolled out by Darwin Festival, and funded by the Territory Labor Government through Northern Territory Major Events Company. It showcases how Darwin comes alive with immersive First Nations experiences each August, and invites interstate visitors to come and feel its beating heart.
The campaign will appear across a range of mediums, including print, digital and social. It is the first time all seven events have combined marketing forces to such an extent.
The result is a stunning campaign that combines the unique elements of each event to tell the collective story of this world-class cultural celebration. Further information can be found at www.darwinfestival.org.au/beatingheart, which goes live later today.
The campaign begins today. It will run through August, and it aligns well with Tourism NT’s new ‘Seek Different’ interstate brand campaign, which highlights the unique offerings that make the Territory a standout holiday destination.
Quotes from Minister for Major Events, Natasha Fyles:
“These seven events are so incredibly unique to the Territory and, between them, they attract a wide variety of people, from fashionistas and music fans, to art and culture lovers.
“The Territory has always been proud of its rich Indigenous culture, and these events will celebrate everything the NT has to offer.
“With events still in disarray around the nation, the Territory is a magnet for event lovers, and more and more Australians are realising the Territory is the place to visit this year. This will have flow-on benefits for the local economy.
“Combined with Tourism NT’s interstate brand campaign, this advertising blitz will persuade people considering a trip to the Territory to lock it in. It will also catch the attention of those who hadn’t yet thought of us and attract a new market of visitors.”
Quote from James Gough, Chief Executive Officer, Darwin Festival:
“This campaign is a unique opportunity to position Darwin as the meeting place to explore world-class First Nations cultural events. Each event champions this in their own right but collectively through this campaign we present a stronger united offering.
“Festivals and events remain an important driver for domestic visitation to Darwin in August and Darwin Festival remains committed to connecting communities through the celebration of culture and the arts.”