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Home / Our Work / Case Studies / The Northern Territory Backpacking Academy Digital Campaign – Tourism NT
Led by New Age Marketing for Tourism NT, this campaign from 2024 inspired Germany’s youth (aged 18–30), including students, first-time jobbers, and school graduates, to explore the Northern Territory as the ultimate destination for work, adventure, and personal growth, while driving Working Holiday Maker and Backpacker bookings.
Clients:
Tourism NT
Market:
Germany
Services:
Marketing Strategy, Digital Marketing, Media Buying, Influencer Marketing, Trade Co-Op Integration
New Age Marketing was tasked with reigniting interest among Germany’s youth travellers in Australia’s Northern Territory and boosting bookings from Backpackers and Working Holiday Makers (WHMs). The challenge was twofold: first, to reposition the Northern Territory as more than just a fun destination, but as a vibrant place offering adventurous experiences and great job opportunities that resonate with young travellers. Secondly, there was a need to create a full-funnel digital campaign that could build awareness, generate qualified leads, and ultimately drive bookings – targeting a digitally savvy, social-first audience aged 18–30.
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.