Military Tourism Campaign
Campaign Overview
STRATEGIC OBJECTIVE:
Raise awareness of the Territory’s unique World War II history.
WHAT:
Integrated campaign to create awareness in the domestic market of the NT as military tourism destination, driving engagement with military content and conversion to operators and trade partners through the AI military trip planner.
WHEN:
February - July
WHO:
Audience is 55+ domestic travel intenders, with focussed segments:
• Legacy Seekers with personal or family military connections
• Heritage Explorers, often families or culturally engaged travellers
• Veterans and the defence community, who actively seek military experiences
• Education and Experience Seekers, combining learning, history and adventures
WHY:
It exists because NT owns the military story in a way that nowhere else does. The NT is where Australia’s military history is not confined to museums or archives but experienced in the places where it unfolded.