1 00:00:00,160 --> 00:00:04,040 Speaker 1: You might have seen or been listening in the news 2 00:00:04,080 --> 00:00:07,160 Speaker 1: and heard that the Aussie drama filmed in the Northern Territory. 3 00:00:07,640 --> 00:00:11,360 Speaker 1: Well it was released on Netflix last Thursday. The six 4 00:00:11,440 --> 00:00:16,439 Speaker 1: episode series called Territory, focuses on the fight for power 5 00:00:16,440 --> 00:00:18,919 Speaker 1: in the remote and unforgiving out back when the world's 6 00:00:19,000 --> 00:00:23,120 Speaker 1: largest cattle station is left without an air Now, in 7 00:00:23,280 --> 00:00:27,080 Speaker 1: less than a week, that series has hit number one 8 00:00:27,360 --> 00:00:31,920 Speaker 1: on Netflix, with Tourism NT launching a campaign to capitalize 9 00:00:31,960 --> 00:00:35,400 Speaker 1: on its success. Really wanting to lure people to the 10 00:00:35,520 --> 00:00:39,279 Speaker 1: Northern Territory, to the Outback, to everything that's wonderful here 11 00:00:39,280 --> 00:00:41,519 Speaker 1: in the NT. And joining us on the line to 12 00:00:41,600 --> 00:00:45,320 Speaker 1: tell us more is the Department of Tourism's Chief of Marketing, 13 00:00:45,840 --> 00:00:47,599 Speaker 1: Tony Kornb. Good morning to you. 14 00:00:47,600 --> 00:00:49,839 Speaker 2: Tony, Good morning Katie. 15 00:00:49,840 --> 00:00:51,920 Speaker 1: How are you? Yeah, really good, lovely to have you 16 00:00:51,960 --> 00:00:57,280 Speaker 1: on the show now, Maje. How has Territory been received? 17 00:00:57,360 --> 00:01:00,520 Speaker 1: It seems incredibly popular from what I can gather. 18 00:01:01,720 --> 00:01:04,400 Speaker 2: Yeah, it's been received really well. We had high hopes 19 00:01:04,440 --> 00:01:07,440 Speaker 2: for it when we saw the original script and we 20 00:01:07,520 --> 00:01:09,920 Speaker 2: got the rundown of what the show would do. We're 21 00:01:09,959 --> 00:01:13,399 Speaker 2: really high hopes that it would resonate Australia wide, but 22 00:01:13,560 --> 00:01:18,080 Speaker 2: globally it seems to have really hit a key demographic. 23 00:01:18,800 --> 00:01:24,320 Speaker 2: One of the interesting things from the viewership is the 24 00:01:24,360 --> 00:01:28,320 Speaker 2: South American interest across many of the countries. In South America, 25 00:01:28,400 --> 00:01:30,960 Speaker 2: it went straight to number one and stayed there. Now, 26 00:01:30,959 --> 00:01:34,360 Speaker 2: whether that's because they're very much a sort of cowboy 27 00:01:34,560 --> 00:01:38,680 Speaker 2: cattle country as well or continent as well, I'm not sure, 28 00:01:38,680 --> 00:01:42,520 Speaker 2: but it's really good to see it's really connecting with people. 29 00:01:42,959 --> 00:01:46,000 Speaker 1: Yeah, do you I mean, is it too soon to say? Tiny? 30 00:01:46,040 --> 00:01:48,400 Speaker 1: Could this be the next crop Dundee in terms of 31 00:01:48,480 --> 00:01:51,000 Speaker 1: catapulting the Northern territory into the spotlight. 32 00:01:52,160 --> 00:01:54,720 Speaker 2: Well, that that's a high bar. We'd love to go 33 00:01:54,880 --> 00:01:57,840 Speaker 2: even even close to that, but that's a really high bar. 34 00:01:58,040 --> 00:02:01,880 Speaker 2: But yeah, we're hoping that will it will sort of 35 00:02:01,920 --> 00:02:04,920 Speaker 2: put us on the radar, but also show a different 36 00:02:05,000 --> 00:02:08,919 Speaker 2: side to what they may normally see from our normal promotions. 37 00:02:09,720 --> 00:02:12,280 Speaker 1: Well, it looks like it, honestly, some of the scenery 38 00:02:12,320 --> 00:02:14,280 Speaker 1: and what you see, I've only watched like one and 39 00:02:14,280 --> 00:02:17,040 Speaker 1: a half episodes so far. I've got to get into 40 00:02:17,040 --> 00:02:19,360 Speaker 1: the rest address of it on the weekend. But you know, 41 00:02:19,480 --> 00:02:22,800 Speaker 1: some of the visuals of the Northern territory and what 42 00:02:22,880 --> 00:02:26,640 Speaker 1: you see it really shines the Northern territory in a 43 00:02:26,680 --> 00:02:27,440 Speaker 1: beautiful light. 44 00:02:28,800 --> 00:02:33,480 Speaker 2: It does. And they went to some great places Kakadu, Litchfield, 45 00:02:33,520 --> 00:02:36,880 Speaker 2: out the Cahills Crossing. I mean there's some shots there 46 00:02:36,960 --> 00:02:40,760 Speaker 2: of the coastline from Dundee. They did shoot in Darwin, 47 00:02:40,840 --> 00:02:43,959 Speaker 2: although they don't that don't really show Darwin too much. 48 00:02:44,000 --> 00:02:47,239 Speaker 2: It's more meant to be in the outback. But they 49 00:02:47,280 --> 00:02:50,360 Speaker 2: do go to a lot of different locations around the 50 00:02:50,400 --> 00:02:50,880 Speaker 2: top end. 51 00:02:51,240 --> 00:02:54,799 Speaker 1: So what kind of opportunities does this really create then? 52 00:02:54,919 --> 00:02:58,280 Speaker 1: From a tourism perspective, Well, you've. 53 00:02:58,120 --> 00:03:00,960 Speaker 2: Got to look at Netflix's reach. It's two hundred and 54 00:03:01,000 --> 00:03:09,160 Speaker 2: seventy seven million subscribers worldwide, even sixty seven million in Australia, 55 00:03:09,200 --> 00:03:11,919 Speaker 2: and a forty million of those are on the paid 56 00:03:12,480 --> 00:03:16,600 Speaker 2: paid advertising subscriptions, so that means that they'll get our 57 00:03:16,639 --> 00:03:21,000 Speaker 2: ads during the actual show. So the potential is huge. 58 00:03:21,720 --> 00:03:23,959 Speaker 2: What we've got to do and through our campaign is 59 00:03:24,080 --> 00:03:28,440 Speaker 2: connect the destination with that interest from the show and 60 00:03:28,560 --> 00:03:32,960 Speaker 2: make sure they understand it's accessible and realistic holiday place 61 00:03:33,040 --> 00:03:33,440 Speaker 2: to visit. 62 00:03:34,080 --> 00:03:36,360 Speaker 1: So how do you do that, Tony, how do you 63 00:03:36,840 --> 00:03:38,360 Speaker 1: try to get that message out? 64 00:03:39,520 --> 00:03:42,040 Speaker 2: Well? We bring the destination to life, we start showing 65 00:03:42,120 --> 00:03:48,640 Speaker 2: people in those locations, we start profiling our operators so 66 00:03:48,680 --> 00:03:51,200 Speaker 2: they see that there's an easy way to book, an 67 00:03:51,280 --> 00:03:54,080 Speaker 2: easy way to get here and get around and to 68 00:03:54,120 --> 00:03:58,720 Speaker 2: actually experience the same sort of experiences that the show portrays. 69 00:03:58,760 --> 00:04:02,840 Speaker 2: So we've got some really great sort of outback experience 70 00:04:02,960 --> 00:04:05,760 Speaker 2: or products that we're showcasing through the campaign. 71 00:04:06,120 --> 00:04:08,080 Speaker 1: I mean, one of the biggest criticisms that we hear 72 00:04:08,280 --> 00:04:12,000 Speaker 1: is how expensive it is to fly to the Northern Territory. 73 00:04:12,120 --> 00:04:16,120 Speaker 1: And also, you know sometimes those different experiences can be 74 00:04:16,279 --> 00:04:19,040 Speaker 1: quite quite costly. I mean, I've just come back from 75 00:04:19,040 --> 00:04:21,360 Speaker 1: New Zealand. It's expensive there as well. You know, a 76 00:04:21,360 --> 00:04:22,640 Speaker 1: lot of the time when you want to go on 77 00:04:22,720 --> 00:04:25,400 Speaker 1: those you know, those big sort of tours and things, 78 00:04:25,440 --> 00:04:27,440 Speaker 1: they are going to cost a bit more because you 79 00:04:27,920 --> 00:04:30,039 Speaker 1: want to make sure you're getting a great experience. But 80 00:04:30,520 --> 00:04:33,560 Speaker 1: you know, in terms of things like those, the airfare 81 00:04:33,640 --> 00:04:36,400 Speaker 1: costs is there. You know, is there work sort of 82 00:04:36,400 --> 00:04:38,599 Speaker 1: happening behind the scenes in that space. 83 00:04:40,000 --> 00:04:41,960 Speaker 2: Yeah, there's a lot of work. It's been happening for 84 00:04:42,040 --> 00:04:44,279 Speaker 2: quite a while now. We work with the airports, the 85 00:04:44,320 --> 00:04:48,560 Speaker 2: airlines to really try and get those prices down, get 86 00:04:48,600 --> 00:04:51,600 Speaker 2: capacity up, and get competition on those routes, because that's 87 00:04:51,640 --> 00:04:56,159 Speaker 2: the key. If you've got competition, that keeps the price 88 00:04:56,200 --> 00:04:59,320 Speaker 2: is stable, and unfortunately we don't have the competition right now. 89 00:05:00,000 --> 00:05:03,520 Speaker 2: We are initiating a lot of different sort of campaigns 90 00:05:03,560 --> 00:05:08,320 Speaker 2: with the airlines, with aggregators such as webjed as well, 91 00:05:08,960 --> 00:05:12,719 Speaker 2: where we can showcase those cheaper prices that are much 92 00:05:12,760 --> 00:05:15,400 Speaker 2: further in the future and hopefully people jump on those 93 00:05:15,760 --> 00:05:20,279 Speaker 2: before they jump on the flight three weeks four weeks out, 94 00:05:20,520 --> 00:05:21,920 Speaker 2: which are going to be higher priced. 95 00:05:22,160 --> 00:05:24,479 Speaker 1: Well, some of it's quite demand driven though as well, 96 00:05:24,520 --> 00:05:26,039 Speaker 1: isn't it like we've got It's a bit of a 97 00:05:26,080 --> 00:05:28,080 Speaker 1: catch twenty two in the sense said you know, to 98 00:05:28,080 --> 00:05:30,120 Speaker 1: get that competition, you've got to make sure that you've 99 00:05:30,120 --> 00:05:32,920 Speaker 1: actually got people coming here. So it can be difficult, 100 00:05:32,920 --> 00:05:36,719 Speaker 1: I would imagine in some ways juggling that it is. 101 00:05:36,520 --> 00:05:39,160 Speaker 2: It is we've got some great demand, but of course 102 00:05:39,200 --> 00:05:42,560 Speaker 2: that demand happens all at one time over the peak season, 103 00:05:42,560 --> 00:05:46,279 Speaker 2: the winter season, because we're a very seasonal destination. It's 104 00:05:46,440 --> 00:05:49,720 Speaker 2: very hard then to keep that demand going through the summer, 105 00:05:50,080 --> 00:05:52,720 Speaker 2: which is why we need our internationals back because they 106 00:05:52,920 --> 00:05:56,240 Speaker 2: come the majority of they arrive during the summer months, 107 00:05:56,279 --> 00:05:59,280 Speaker 2: which when they arrive back to their full force pre 108 00:05:59,400 --> 00:06:03,880 Speaker 2: COVID numbers should really help balance that seasonality out again. 109 00:06:04,480 --> 00:06:06,600 Speaker 1: Are we starting to see a bit of a pickup 110 00:06:06,800 --> 00:06:10,880 Speaker 1: in that international you know, tourism again, because you know, 111 00:06:10,960 --> 00:06:12,760 Speaker 1: even over the last few weeks I've sort of been 112 00:06:12,800 --> 00:06:14,960 Speaker 1: down at the war at different times and things like that, 113 00:06:15,000 --> 00:06:17,560 Speaker 1: they does feel like there's a lot more tourists around 114 00:06:17,640 --> 00:06:19,320 Speaker 1: again that. 115 00:06:19,440 --> 00:06:22,760 Speaker 2: There are international is coming back. It's a bit slower 116 00:06:22,760 --> 00:06:24,480 Speaker 2: for the territory than it is for the rest of 117 00:06:24,520 --> 00:06:27,200 Speaker 2: the country, but you've got to realize, you know, the 118 00:06:27,240 --> 00:06:30,799 Speaker 2: first place they'll visit is of course the coastal main 119 00:06:31,400 --> 00:06:34,520 Speaker 2: entry areas, and then they'll start to filter back into 120 00:06:34,560 --> 00:06:37,719 Speaker 2: the regional areas, which obviously the NT is one of those. 121 00:06:38,120 --> 00:06:42,960 Speaker 2: So they are coming back in Prices obviously are a factor. 122 00:06:43,400 --> 00:06:47,640 Speaker 2: Higher prices right now globally reducing the amount of time 123 00:06:47,680 --> 00:06:51,160 Speaker 2: people are spending on holiday. So that means that maybe 124 00:06:51,160 --> 00:06:53,640 Speaker 2: not their first trip back to Australia, but maybe they're 125 00:06:53,640 --> 00:06:56,039 Speaker 2: second and third. They'll add on the Northern. 126 00:06:55,800 --> 00:06:59,760 Speaker 1: Territory tiny in terms of you know, when you look 127 00:06:59,800 --> 00:07:04,280 Speaker 1: at previous success in terms of leveraging on screen productions 128 00:07:04,680 --> 00:07:06,479 Speaker 1: and things like that. Is there what have been some 129 00:07:06,560 --> 00:07:07,960 Speaker 1: good examples in the past. 130 00:07:09,240 --> 00:07:13,840 Speaker 2: Well, obviously this isn't a new phenomenon. It's really increased 131 00:07:14,160 --> 00:07:18,040 Speaker 2: because of the amount of streaming content is now being produced, 132 00:07:18,400 --> 00:07:21,960 Speaker 2: so you increase the amount of productions globally, and of 133 00:07:22,000 --> 00:07:25,520 Speaker 2: course the amount of inspiration to travel from those productions 134 00:07:25,640 --> 00:07:27,600 Speaker 2: is going to increase. But I mean, you can go 135 00:07:27,720 --> 00:07:31,320 Speaker 2: back to the sound of Music in Europe was a 136 00:07:31,400 --> 00:07:35,640 Speaker 2: very early example. Our biggest one was obviously Crocodile Dundee, 137 00:07:36,120 --> 00:07:39,200 Speaker 2: but recently we've had top end Wedding that drove a 138 00:07:39,320 --> 00:07:43,800 Speaker 2: great increase to the top end seventeen percent after the 139 00:07:43,840 --> 00:07:47,560 Speaker 2: show we'd been released nationally, so we've had some really 140 00:07:47,600 --> 00:07:53,000 Speaker 2: good success. Bamrou God sorry Bamaru Barumbi Kids was another 141 00:07:53,080 --> 00:07:56,000 Speaker 2: example where we teamed up with Screen and Tea and 142 00:07:56,480 --> 00:07:59,200 Speaker 2: we've really hit that family market with some great content 143 00:07:59,560 --> 00:08:01,480 Speaker 2: and we've got a lot coming up as well. So 144 00:08:01,480 --> 00:08:04,920 Speaker 2: I'm really excited with the amount of screen content we've 145 00:08:04,920 --> 00:08:07,400 Speaker 2: got coming up and what we can do to leverage 146 00:08:07,400 --> 00:08:08,040 Speaker 2: that as well. 147 00:08:08,600 --> 00:08:10,960 Speaker 1: Tony, were you surprised to see is hit number one 148 00:08:10,960 --> 00:08:13,280 Speaker 1: on Netflix so fast with territory. 149 00:08:14,440 --> 00:08:17,560 Speaker 2: I think the speed, Yes, yeah, definitely, it just went 150 00:08:17,680 --> 00:08:19,920 Speaker 2: straight up there. I thought it might take a little 151 00:08:19,960 --> 00:08:22,720 Speaker 2: bit to permeate through for people to understand that the 152 00:08:22,760 --> 00:08:26,520 Speaker 2: show's on the channel, but it went straight straight in there. 153 00:08:26,720 --> 00:08:29,000 Speaker 1: Yeah. Make a couple of big calls this morning. First off, 154 00:08:29,000 --> 00:08:31,240 Speaker 1: my crop done, d call. But also, I mean, is 155 00:08:31,240 --> 00:08:34,240 Speaker 1: it like Australia's version of Yellowstone? That's what some people 156 00:08:34,280 --> 00:08:34,760 Speaker 1: are saying. 157 00:08:35,880 --> 00:08:38,800 Speaker 2: It could loosely be compared to Yellowstone. I think the 158 00:08:38,840 --> 00:08:41,959 Speaker 2: Cowboy aspects has got it. But you know, you can't 159 00:08:42,000 --> 00:08:45,000 Speaker 2: compare the Northern Territory to anywhere else in the world. 160 00:08:45,120 --> 00:08:48,680 Speaker 2: So I think the uniqueness of the location plus the 161 00:08:48,760 --> 00:08:52,320 Speaker 2: storyline sets it apart from Yellowstone in that way. 162 00:08:52,480 --> 00:08:54,880 Speaker 1: Yeah. Oh, and like you watch it and it is 163 00:08:54,960 --> 00:08:57,600 Speaker 1: so territory, which I love. I think it's a wonderful 164 00:08:57,600 --> 00:09:00,400 Speaker 1: thing to see and you know, wonderful to see. It's 165 00:09:00,400 --> 00:09:03,480 Speaker 1: sort of skyrocket on Netflix. I hope it means that 166 00:09:04,600 --> 00:09:07,959 Speaker 1: we see a real influx of international students. I mean, 167 00:09:08,280 --> 00:09:11,679 Speaker 1: is there any sort of anything anecdotally at the moment 168 00:09:11,840 --> 00:09:14,800 Speaker 1: that would suggest I mean, I know it's only a week, 169 00:09:14,880 --> 00:09:17,480 Speaker 1: but that would suggest that that, you know, the interest 170 00:09:17,600 --> 00:09:18,680 Speaker 1: is picking up. 171 00:09:20,440 --> 00:09:23,880 Speaker 2: It's too early to get any measures on that. Our 172 00:09:23,960 --> 00:09:28,160 Speaker 2: first sort of marker is a second series. We want 173 00:09:28,200 --> 00:09:32,480 Speaker 2: to hopefully hear from Netflix that has been so successful 174 00:09:32,520 --> 00:09:34,760 Speaker 2: for them that they want to do a second series, 175 00:09:34,800 --> 00:09:38,280 Speaker 2: because that's when we'll really get that connection with audiences. 176 00:09:38,480 --> 00:09:42,040 Speaker 2: Audiences sort of hold back getting too emotionally connected to 177 00:09:42,120 --> 00:09:45,040 Speaker 2: shows if they don't know there's going to be a continuation, 178 00:09:45,160 --> 00:09:47,160 Speaker 2: if there's going to be a second series. But as 179 00:09:47,160 --> 00:09:49,560 Speaker 2: soon as they know there's more content out there coming, 180 00:09:50,120 --> 00:09:52,520 Speaker 2: then they get it very much involved, and then we 181 00:09:52,520 --> 00:09:55,800 Speaker 2: can start talking to those audiences about traveling here. 182 00:09:56,120 --> 00:09:58,960 Speaker 1: Look, I haven't hit the end of the series yet, Tiny, 183 00:09:59,000 --> 00:10:01,439 Speaker 1: but I've been to hold by our listeners. It's open 184 00:10:01,520 --> 00:10:03,600 Speaker 1: ended that it does seem as though there could be 185 00:10:03,640 --> 00:10:04,960 Speaker 1: a second series to come. 186 00:10:06,000 --> 00:10:08,640 Speaker 2: We got a fingers crossed good stuff. 187 00:10:08,400 --> 00:10:10,520 Speaker 1: Tony Corby, lovely to speak to you mate, have a 188 00:10:10,520 --> 00:10:10,720 Speaker 1: great 189 00:10:10,800 --> 00:10:12,680 Speaker 2: Day, you t thank you