Tourism and Events NT’s ‘Best Kept Season’ returns with a new chapter via KWP+Partners
Tourism and Events NT’s ‘Best Kept Season’ is back for a second year with an evolved creative platform from KWP+Partners, built to show why September to April is the Territory at its most rewarding.
Over the past few years, Tourism and Events NT has delivered seasonal burst campaigns to influence travel behaviour and perception. This year’s campaign doubles down on last year’s key strategic shifts, repositioning the NT as high value and reframing September to April as the NT’s Best Kept Season. The platform makes the case that fewer crowds, more space and richer experiences aren’t a trade-off. They’re the actual reason to go.
For Year Two, KWP+Partners has evolved that platform from a single proposition into a flexible creative system built around one organising idea: so many reasons. Rather than making the case once, the creative builds it reason by reason, telling a deeper story about what the season offers. Designed to scale, the look, feel and tone carry across TVC, OOH, radio, digital and social, promoting the Top End and Red Centre from launch in September. KWP+Partners’ Perth based Bryan Dennis led the creative team.
Says Tristan Glover, Darwin Director of KWP+Partners: “Year One established the idea. Year Two was about giving it room to grow, so we built something flexible enough to keep adding all the incredible reasons to visit”.
Tourism and Events NT’s Best Kept Season is back for a second year with an evolved creative platform from KWP+Partners, built to show why September to April is the Territory at its most rewarding.
Over the past few years, Tourism and Events NT has delivered seasonal burst campaigns to influence travel behaviour and perception. This year’s campaign doubles down on last year’s key strategic shifts, repositioning the NT as high value and reframing September to April as the NT’s Best Kept Season. The platform makes the case that fewer crowds, more space and richer experiences aren’t a trade-off. They’re the actual reason to go.
For Year Two, KWP+Partners has evolved that platform from a single proposition into a flexible creative system built around one organising idea: so many reasons. Rather than making the case once, the creative builds it reason by reason, telling a deeper story about what the season offers. Designed to scale, the look, feel and tone carry across TVC, OOH, radio, digital and social, promoting the Top End and Red Centre from launch in September.
Client – Tourism & Events NT
Chief Marketing Officer – Staci Mellman
Senior Director, Global Marketing – Monika Tonkin
Director, Domestic Marketing – Nicky Potgieter
Consumer Marketing Manager – Emma Fraser
Trade – Melanie Mutch and Celia Waite
Agency – KWP+Partners
Executive Director of NT – Tristan Glover
Creative Account Manager – Grace Perry
Executive Creative Director – Bryan Dennis
Creative Director – James Pash
Copywriter – Brent Watkinson
Campaign Design – Monica Lawrie, Darena Bradshaw, Maddie Egremont
Content – PRLX
Editor – Alexander McIntyre + Steven Deeble (Vizualizm)
Photographer – Naomi Hill
Sound – Justin Astbury
Media – Atomic 212