The Northern Territory needed to cut through in a competitive long-haul market and give high-value UK travellers a compelling reason to put the destination on their 2026 travel list. Emotive Travel Marketing built an integrated campaign combining premium editorial storytelling through The Times with video, Connected TV, paid social and data-led retargeting - taking audiences from inspiration and awareness towards active travel consideration.
2.35 million impressions
1.26 million UK users reached
943,948 video views
790,537 completed views
17,704 clicks
168,132 interactions
Tourism Northern Territory wanted to build destination awareness among affluent UK long-haul travel intenders and inspire them to consider, plan and book a trip to the Northern Territory in 2026. The campaign needed to showcase the breadth of the destination, from wildlife and culture to outdoor and adventure experiences, while creating a clear route towards bookable deals and offers on NT.com.
Emotive Travel Marketing developed an integrated awareness and consideration campaign combining premium editorial storytelling with video, connected TV, retargeting display and paid social. A partnership with News UK placed the Northern Territory within The Times ecosystem, using long-form native content alongside social and digital traffic drivers. Video activity then extended the story across premium digital environments and CTV, while exposed and previously engaged audiences were retargeted with tactical display and Meta activity designed to drive users towards NT.com.
Reach: The campaign delivered 2,346,492 impressions and reached 1,261,829 unique users across the UK, achieving 166% of the reach KPI.
Video: Video activity generated 943,948 views and 790,537 completed views, delivering a strong 83.75% video completion rate against a 60% benchmark.
Engagement: The campaign generated 168,132 interactions and an overall interaction rate of 7.17%, more than 10 times the original KPI. It also delivered 17,704 clicks, achieving 269% of target.
Editorial: The News UK native article generated 14,513 page views and a 90-second dwell time, while the accompanying social traffic driver achieved a 3.04% CTR.
