Trade & Consumer Media Story Pitch ‘Gunlom Falls’

Trade & Consumer Media Story Pitch ‘Gunlom Falls’ – Tourism NT

Home / Case Studies / Trade & Consumer Media Story Pitch ‘Gunlom Falls’ – Tourism NT

The Situation

As one of Kakadu National Park’s most iconic and cinematic locations, Gunlom Falls holds legendary status in Australia’s Top End. After an extended closure, its 2025 reopening presented a rare opportunity to re-engage the travel trade while reigniting consumer interest across the German-speaking markets. The moment offered a chance to position the site not only as a natural wonder, but also as a cultural touchpoint – reconnecting audiences with the legacy of the Top End.

Client:
Tourism NT

Market:
Germany, Switzerland & Austria

Services:
Media Relations, PR Strategy, Trade & Consumer Story Pitching

The Challenge

Following years of closure, the return of Gunlom Falls had the potential to symbolize much more than a site reopening. It marked a cultural, ecological, and tourism milestone — and a chance to bring back the spirit of Crocodile Dundee to travel storytelling. The challenge was to quickly transform this into a high-impact PR story: one that would resonate with travel trade editors as well as spark emotional and nostalgic interest from broader consumer media. At the same time, it was critical to present the story with cultural sensitivity — reflecting both the natural significance of the site and the progress in collaboration with Traditional Owners.

The Solution

New Age Marketing developed a nostalgic story pitch tying the reopening of Gunlom Falls to Crocodile Dundee — a cultural reference that still clicks with German-speaking audiences. We shared the angle with key travel trade media in Germany, Austria, and Switzerland, and adapted it for consumer outlets by focusing on film legacy, nature, and the spirit of the Top End. Strong visuals, direct outreach, and fast follow-up helped secure broad coverage across both trade and consumer titles.

The Results

This quick-turnaround PR activation achieved strong visibility across both trade and consumer media in the German-speaking markets:

Coverage secured across top-tier trade and consumer outlets in Germany, Austria, and Switzerland
Over 9.3 million total media impressions
AUD 45,000+ in Earned Media Value (EAV)
Gunlom Falls and Kakadu National Park repositioned in product and media conversations throughout the DACH region

Back To Case Studies

Let’s put your destination and brand on the map.

Whether you’re a boutique hotel, a one-of-a-kind experience, or a destination — we help tourism brands stand out in the European market. Get in touch to explore how we can turn your goals into growth.