Tourism and Events Northern Territory (TENT) is on the hunt for an agency to create a new brand platform.
The ‘brand refresh project’ aims to “elevate the Territory’s distinctive identity and drives sustainable year-round visitation from domestic and international markets”, according to a request for tender document.
The NT’s tourism agency currently works with the creative agency KWP+Partners and the media agency Atomic 212. Dozens of prospective tenderers have been listed including the incumbent, Howatson+Company, Leo, TBWA, WPP, Today The Brave, Havas and a host of others.
Tourism and Events Northern Territory’s current consumer brand platform, Different in Every Sense, which has been in play for seven years, hasn’t been reviewed or evolved since prior to COVID.
Visitation down
Domestic and international overnight visitations in 2024 were 16.5 per cent and 25.9 per cent below pre pandemic levels.
NT’s Department of Tourism and Hospitality spent nearly $25 million on marketing in 2025, while the Territory Government has budgeted $88.3 million in tourism, events and screen production in the current financial year.
“After an extended period in market, the brand now requires renewal to drive growth and enhance the global perception of the Northern Territory,” the RFP said.
“TENT believes the next phase of sustainable growth will not come solely from targeting those already considering the Territory. It will come from unlocking new audiences by redefining how the Northern Territory is understood and experienced by the world – expanding its relevance and inspiring new reasons to visit.”
The brand refresh project involves clearly defining the Northern Territory’s value to global travellers; establishing the role of the Northern Territory tourism brand across earned, owned and paid media; and developing a brand that works across leisure, major events and business events.
It also involves aligning a core Northern Territory visitor narrative by market and segment, without fragmenting the meaning or diluting the brand messaging; and, ensuring marketing reflects the truth of the visitor experience, reinforcing credibility and trust.
The scope of the project, which begins in June and ends next February, includes: brand audit and discovery; brand strategy; developing the brand platform; and rolling out the new brand strategy and platform to internal stakeholders and externally.
The successful agency will be determined by criteria that considers prices (5 per cent), past performance (15 per cent), local content (30 per cent), capacity (20 per cent) and scope specific criteria (30 per cent).
Agencies have until 13 April to respond to the tender.
