CHALLENGE: To drive bookings to the Northern Territory in the low season, Sefiani was tasked with maintaining momentum off the back of Tourism NT’s Million Dollar Fish (MDF) competition and building mass awareness by launching season 2 of the Million Dollar Fish (MDF).
STRATEGY: We rolled out season 2 of Tourism NT’s MDF competition. We created a ‘Better Luck in the NT’ platform, inviting runners-up of the nation’s most-watched competitions to have better luck in the NT. This was supported by cricket legend Matt Hayden as the campaign’s primary spokesperson.
IMPACT: More than 44,000 people registered for Season 2 of MDF via the campaign website. Over 110 pieces of coverage were secured in top-tier travel, lifestyle and fishing publications, generating over 69.4 million opportunities to see, with bookings to the NT increased as a result of the campaign.