Welcome to world’s biggest art gallery

Department of Tourism, Sport and Culture

The Northern Territory is once again beingpromoted as the Worlds Biggest Art Gallery with a two-phase Territory Arts Trailcampaign set to roll out nationally from today.

Promoting the Territory as the premierdestination to experience art and culture, visitors are encouraged to discoverliving art and culture and encounter the bigger picture on the Territory ArtsTrail.

The campaign creative has been alignedwith Tourism NTs refreshed brand, and while it retains a focus on the NTsAboriginal art and cultural experiences, the Territory Arts Trail also promotescontemporary art experiences to visitors including the Darwin Street ArtFestival, Parrtjima: A Festival in Light and the upcoming Bruce Munro: TropicalLight.

Targeting travellers interested in artsand culture, the campaign features a new interactive Build your Territory ArtsTrail tool to plan your arts trail travel itinerary along with the latesttravel deals and offers.

A new shareable Territory Arts Trailinteractive brochure has been created as part of the campaign refresh topromote arts trail tours and event highlights by region with consumersencouraged to take a journey on the Territory Arts Trail and choose fromsuggested itineraries or create their own trail itinerary.

The Territory Arts Trail will also featurewithin a special edition of Stellar Magazine in February 2020. Stellar magazine is Australias most readweekly magazine reaching 625,000 readers across New South Wales and Victoriaplus an additional 250,000 + on their social platforms.

NT art centres and artists from JilamaraArt Centre in the Tiwi Islands and Aboriginal Bush Traders in Darwin, alongwith local identities from Darwin, Tiwi Islands and Baniyala in Arnhem Land arecurrently starring in Qantas inflight entertainment series Our Town, which will screen on Qantasflights for the month of October.

The national campaign is in market from15 October to 30 November 2019, followed by a second burst from 1 February to29 February 2020. View the online promo here.

For Territory Arts Trail holiday dealsand to build your own art trail visit www.territoryartstrail.com

Quotesby General Manager Marketing Tourism NT, Tony Quarmby:

The Territory Arts Trail campaign willpromote the Territorys art centres, festivals, events, Aboriginal rock artsites, commercial and public art galleries as well as cultural tours.

The NTs reputation as the place toexperience authentic Aboriginal art and cultural experiences is cutting throughwhat is a highly competitive market with the initial arts trail campaign fromearlier this year providing potential travellers more than 30 millionopportunities to see the arts trail advertising via digital media.

During the first phase of the campaign,the Territory Arts Trail website (www.territoryartstrail.com)had more than 32,000 visitors and over 7,000 explored region specific arts trailpages with the promotion through national breakfast TV programs Sunrise and theToday Show achieving a combined reach of 11.9 million viewers.

Through the Northern TerritoryGovernments Turbocharging Tourism investment we are building a nationallysignificant Arts Trail and bringing thousands of more visitors to the NT,injecting millions of dollars into the economy and creating local jobs.

Attachments:

  • Example of online advertising to promote the Territory ArtsTrail (PDF)
/Public Release. View in full here.