Consumer & Trade Campaign: Singapore - Darwin Gateway with Travelbag

A strong appetite for long-haul travel created an opportunity to put the Northern Territory in front of affluent UK travellers already considering Australia. Emotive Travel Marketing partnered with Travelbag to create an immersive digital campaign that combined destination storytelling, interactive content and retargeting - turning inspiration into a clear route towards travel consideration and bookable Northern Territory experiences.

From destination inspiration to travel intent: turning a high-value travel audience into action through an integrated digital campaign with Travelbag

Client: Tourism & Events Northern Territory

Market: UK

Partners: Travelbag

Timeframe: July – August 2025

Services: Digital Marketing Campaigns · Travel Marketing · Paid Social Advertising · Display Advertising · Retargeting · Audience Targeting · Content Marketing

Headline Results:

• 3.86 million impressions

• 1.6 million UK users reached

• 19,022 clicks

• 256,167 interactions

The Challenge:

The Northern Territory needed to build awareness and engagement among affluent UK long-haul travel intenders while moving audiences beyond inspiration towards tangible travel consideration and booking. Working with Travelbag, the campaign needed to drive qualified traffic to NT content on the Travelbag website, generate incremental bookings and build addressable pools of people actively considering the destination.

Our Approach:

Emotive Travel Marketing used a combination of interactive content, tactical display and paid social to take audiences from destination discovery through to consideration. The campaign targeted affluent 50–69-year-old Australia and Northern Territory travel intenders, with interests spanning wildlife and nature, food and wine and Outback adventure. Interactive Story creative provided an immersive way to explore the destination, while tactical activity retargeted engaged audiences and connected them with Travelbag’s NT offering.

What We Did:

• Developed and delivered a UK digital campaign targeting affluent, long-haul Northern Territory travel intenders
• Used interactive Story formats to showcase the depth of the NT experience and drive audiences towards Travelbag
• Ran tactical display activity to retarget engaged users and maintain destination consideration
• Delivered paid social activity across Facebook and Instagram, using interest and travel-intent targeting
• Used audience data to identify and build pools of users interested in travel, nature, wildlife, food and adventure

Results:

Digital: The campaign delivered 3.86 million impressions and reached 1.6 million unique UK users. It generated 19,022 clicks - 248% of target - alongside 256,167 interactions, 980% of KPI. The Interactive Story format was particularly strong, generating 8,433 clicks at a 1.28% CTR and 121,147 interactions at an 18.35% interaction rate.

Conversion: Tactical display delivered 3,970 clicks at a 0.46% CTR, while paid social generated a further 6,619 clicks at 0.28%. Together, the activity created a clear path from destination inspiration through to Travelbag consideration.

Explore another Northern Territory success story: Gary Barlow's Australia Food & Wine Tour

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