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Home / Case Studies / The Northern Territory Backpacking Academy Digital Campaign – Tourism NT
In recent years, Australia, and the Northern Territory in particular, had slipped off the radar for many young German travellers. The Working Holiday Maker (WHM) segment, once a strong and adventurous demographic, was increasingly drawn to the East Coast, with little awareness of the NT’s job opportunities, lifestyle appeal, or cultural depth. At the same time, traditional “Work & Travel” messaging had lost relevance among a generation seeking personal growth, authenticity, and purpose. Tourism NT identified an opportunity to reposition the Northern Territory not just as a destination but as a mindset.
Clients:
Tourism NT
Market:
Germany
Services:
Marketing Strategy, Digital Marketing, Media Buying, Influencer Marketing, Trade Co-Op Integration
Re-engaging the youth market required more than promoting jobs or sunshine. The real challenge was to cut through digital fatigue, reawaken curiosity, and reposition the NT as a place where work, lifestyle, and wild adventure come together. Messaging had to resonate with a social-first, purpose-driven audience aged 18 to 30, who were often skeptical of clichés but open to meaningful experiences. Success depended on tone, timing, and tactics that could drive both emotional connection and real bookings from backpackers and Working Holiday Makers.
New Age Marketing, in collaboration with media agency Story9, developed an engaging full-funnel campaign centred around the fictitious “Northern Territory Backpacking Academy,” where the "Dean" introduced fun life skills like “Heli Pub Crawling 101” and “Camping 101.” Together, we planned and produced fast-paced, humorous videos showcasing quirky NT experiences, delivered via high-impact programmatic and social advertising placements targeting youth segments. The campaign positioned the Northern Territory as the ultimate destination for adventure, culture, and lifestyle — a place where young travellers could explore, work, and live their best lives. To boost authenticity, we partnered with two German influencers who shared their NT journeys on social media, building trust and engagement with our core audience. A raffle to win a “once-in-a-lifetime” NT trip helped us capture valuable first-party data for retargeting and nurturing interest. To drive bookings, we collaborated with Real Aussie Adventures, who offered exclusive pricing on NT packages and extended the campaign’s reach through contra marketing, amplifying its impact across the funnel.