For 2025, a national drive campaign will inspire Australian's to 'Road Trip Differently' in the Northern Territory.
In partnership with industry, Tourism NT is excited to announce the 2025 Drive Market Campaign is now live and in market till June 2025.
The campaign targets the fly/drive, caravan and camping self-drive markets, highlighting the vast offerings of the Northern Territory from iconic destinations like Uluru and Kakadu to the rugged beauty of Litchfield and beyond.
The integrated campaign will see paid media exposure, including a unique promotion with Uber and on-ground activations at interstate caravan and camping shows.
The Northern Territory's stunning landscapes and unique experiences will also be broadcast to audiences around the continent via SBS's Great Australian Road Trips, Channel 10's Roads Less Travelled and Channel 7's Weekender and Caravan World magazine.
The campaign is being delivered in collaboration with Tourism Top End, Tourism Central Australia, the Carvan Industry Association of Australia and with key national partners THL (Britz and Apollo), NT Now and CamperMate. Discounts and travel packages are available through these partnerships, the campaign includes a national competition, engaging road trip lovers in a drive quiz and offering prizes to the value of $22,000 to build a highly targeted database of travellers interested in exploring the NT.
In the international markets of Germany, France and Italy, the epic outback road trip along the Explorer's Way will be promoted in partnership with the South Australian Tourism Commission.
Suzana Bishop, Chief Executive Officer of Tourism NT highlighted the importance of the drive market which makes up almost a 50% share of the of the Territory's annual visitor numbers each year.
"The drive market is integral for the Territory economy, tourism operators and many other businesses right across the Territory."
"That's why important infrastructure work to seal the Mereenie Loop Road has been published through a future tender opportunity, as a key regional priority for connecting Alice Spring with Uluru via Kings Canyon with all the stops along the way."
"Coupled with our marketing work, ahead of the 2025 tourism season we will be focusing on improving the drive market visitor experience with upgrades to road signs around West MacDonnell National Park, on the Victoria Highway and the big triangle welcome to Batchelor and Litchfield National Park sign on the Stuart Highway in partnership with Litchfield Regional Tourism Inc" she said.
Suzana also commented, "with the drive market being a vital part of the Territory tourism economy, the integrated campaign will not just encourage visitors to 'Road Trip Differently' this year but aims to grow the drive market supporting industry who benefit from this sector across the Territory.
Industry is encouraged to get involved with this campaign and can access a toolkit here here
