- Albrechtstrasse 43, 80636 Munich, Germany
- Mon – Fri: 8:00AM – 6:00PM
- example@TechBiz.com
Follow Us On:
Home / Case Studies / Brand Media Partnership – Tourism NT
Tourism NT launched its master brand “Different in Every Sense” (“Alles außer gewöhnlich”) in 2019, but the pandemic halted its rollout in Germany. When borders reopened in 2022, the focus turned to reintroducing the brand and reigniting demand for long-haul travel. German premium travellers were showing strong appetite for meaningful, culturally rich experiences, making the Northern Territory’s mix of landscapes, wildlife, wide-open spaces, and Aboriginal culture especially relevant. This was also an opportunity to spark curiosity and inspire cultural connection, setting the stage for the NT to re-establish awareness and interest in Germany.
Clients:
Tourism NT in partnership with reisen EXCLUSIV
Market:
Germany
Services:
Brand Strategy, Content Marketing, Storytelling, Premium Media Partnership
German travellers were eager to return to long-haul destinations, but competition for their attention was intense. The Northern Territory had to cut through against better-known destinations and more familiar regions of Australia, while also making up for limited visibility during the pandemic. Many high-value travellers were still in the dreaming stage, looking for reassurance and emotional connection before moving toward a booking. The challenge was to spark their imagination with authentic storytelling, build trust and excitement, and establish preference for the NT early in their decision-making journey.
From June 2022 to April 2023, New Age Marketing delivered a multi-channel brand media partnership with reisen EXCLUSIV to immerse audiences in the NT’s unique character. Premium editorial features, full-page adverts, and striking imagery ran in print and digital editions, supported by a dedicated microsite with long-form articles, homepage banners, targeted newsletters, and high-reach social content. Podcast episodes extended the brand narrative, while integrated cross-links to Erwecke deine Sinne | Northern Territory, Australien drove deeper exploration. All touchpoints carried the “Different in Every Sense” and localised “Seek Different” (“Finde das Außergewöhnliche”) message, creating a consistent and compelling brand presence. This premium storytelling partnership reconnected the NT brand with German High-Value Travellers post-pandemic, strengthening emotional engagement and creating a strong base for subsequent conversion-led campaigns.
