NT becomes ‘world’s largest art gallery’

14 February 2019

Creative Agency: kwp! Advertising

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The spot features different art exhibitions such as the light show near Uluru, rock art and waterfalls.

Tourism NT has rolled out its latest campaign showcasing the diversity and individuality of the territory in different ways.  

The work was created by KWP! Darwin, which was appointed as the lead creative and strategic agency for Tourism NT in October 2018.

The news of its loss came after the agency was controversially dropped by Tourism SA in April, for which it created the famous ‘Barossa. Be Consumed’ cinema commercial which was named the world's best ad at the Festival of Festivals’ in Vienna in 2014.

KWP! creative director Corey Swaffer said it wanted to position NT as ‘the world’s biggest art gallery’.

The spot features different art exhibitions such as the light show near Uluru, rock art and waterfalls.

“If you say art, most people think of art galleries with paintings on walls and sculptures on plinths,” Swaffer said.

“While you will go to some places like this on the Territory Arts Trail, it’s so much bigger than that. It‘s a Territory-wide offering that links so many different art and culture focused experiences and brings them to life for tourists across a vast and unique landscape that is art in itself.”

The campaign also includes #SayIDointheNT, a digital and print based wedding campaign inspiring couples to tie the knot in NT.

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