Tourism NT has won a fourth award for its KISS FM “Big Outback Adventure” radio campaign in the United Kingdom.
The campaign scooped first prize in the Best Radio Advertisement category at the UK’s travel industry’s premier event, the Travel Marketing Awards, which took place at the Intercontinental Hotel in London’s Park Lane on 22nd March.
The campaign has already won two awards at the British Youth Travel Awards, and won a silver at last year’s Travel Marketing awards.
The three month campaign was aimed at the UK youth market and was centred around a competition – the Big Outback Adventure – that saw the winner travel around the Northern Territory sharing their experiences on a variety of social media platforms. The promotion ran on KISS FM’s Drive time show and blogging, webisodes and social media were used in parallel with the radio campaign.
The campaign peaked with a week-long “Hunt the Croc” promotion, where listeners received daily clues to find one of five hidden inflatable crocodiles to win a holiday to the Northern Territory.
The radio station saw a 33% increase in awareness of the NT amongst its 1.8million audiences with the listeners subsequently ranking Australia as their number one long haul destination.
Fleur Burrows from Robert Hardless Associates (RHA), who collected the award on behalf of Tourism NT, co-ordinated the campaign with support from Keene, its UK PR agency.
“The recognition we’ve gained from the industry is tremendous. The Big Outback Adventure continues to be an excellent platform for us, showcasing the vibrant, youthful and adventurous Northern Territory. Tourism NT globally is working hard to raise the profile of the beautiful Northern Territory and in the UK market particularly – youth is absolutely key for us,” Ms Burrows said.
A third phase is currently being rolled out in market and RHA and Keene are hoping they’ll be back at the Travel Marketing Awards for a third time.
Source = Tourism NT