In Tourism

Northern Territory Minister for Tourism and Major Events Matt Conlan

Domestic Tourism On The Rise

Victor P Taffa

New Tourism figures show an increase in Qantas Holidays packages booked to the Northern Territory during January-February this year.

Minister for Tourism and Major Events, Matt Conlan, said the positive figures followed a major marketing campaign by Tourism NT.

“A significant campaign was launched in January marketing the Northern Territory as Australia’s Unexplored Backyard.” Mr. Conlan said.

“The message that the Territory had ‘the best story’ to offer visitors was promoted across digital, print, television and radio media around Australia.”

“For the period of the campaign from January 14th to February 2nd Qantas Holidays average bookings of NT product increased by 18 per cent compared with the same period last year.”

“This is positive news for the industry and a sign our new marketing strategies are working.”

Qantas Holidays marketing manager, Michael Londregan, said for the same period the company’s packages to the Northern Territory promoted during the campaign period attracted over 20 Million impressions and 11,679 total clicks to the Qantas Holidays NT landing page.

“We are very happy with the results and clearly saw a difference from previous Campaigns.” Mr. Londregan said.

“We received over 1,200 inquiries and to have an overall jump in sales of 18 % is significant.”

“The deals marketed by Qantas Holidays were Territory wide and covered short breaks right up to 8 day drive packages.”

“Tourism NT also conducted detailed training with Qantas Holidays sales agents prior to the marketing campaign which assisted in generating the strong results.”

Tourism NT’s marketing campaign included a two week advertising campaign during the Australian Open tennis tournament, a Channel 7 Weekend Sunrise Broadcast in Alice Springs on Australia Day, which incorporated filmed segments showcasing Northern Territory tourist attractions, as well as Tourism NT branding, national morning radio reads across the Australian Traffic Network and digital advertising across Google, Facebook, Trip Advisor and Youtube.

“The Northern Territory Government is determined to see Tourism return as a thriving industry and a major contributor to the Northern Territory economy.” Mr. Conlan said.


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