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Speaker 1: Now the government is trying to boost the Northern Territory

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Speaker 1: tourism sector with the launch of the Summer Done Differently campaign.

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Speaker 1: It aims to increase the number of tourists in the

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Speaker 1: off peak season now it launched yesterday and the Summer

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Speaker 1: Done Differently campaign aims to grow the visitor economy and

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Speaker 1: drive up demand in what is usually our low season,

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Speaker 1: as well as build confidence within the tourism industry to

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Speaker 1: keep operating year round. Now joining me on the line

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Speaker 1: is Tourism Into Executive Director Tony qrmby. Good morning to you, Tony.

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Speaker 2: Good morning Katie, Tony.

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Speaker 1: What is the Summer Done Differently campaign.

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Speaker 2: It's a campaign that we initially trialed last year, which

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Speaker 2: was really to drive that visitation through September and October

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Speaker 2: into the actual summer. So what we noticed last year

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Speaker 2: with the absence of international visitors was that there was

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Speaker 2: a dramatic drop off from sort of the late September

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Speaker 2: in October in terms of our summer visitations. We had

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Speaker 2: to motivate domestic travelers to pick up that lost visitation

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Speaker 2: from international visitors. So we thought, well, let's launch it

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Speaker 2: in our winter when the weather is really really dreary.

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Speaker 2: Down south and when people are screaming out for some

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Speaker 2: warm weather, some holiday summer holiday holidays, and basically we

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Speaker 2: wanted to tell them to come early for their summer

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Speaker 2: holidays instead of waiting for December and January when it's

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Speaker 2: better weather down south. We forget that, don't we.

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Speaker 1: We sort of forget how cold it gets down south

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Speaker 1: and how people might actually be seeking some warmer weather exactly.

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Speaker 2: And previously we've launched our summer campaigns when the weather's

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Speaker 2: getting better down there, so it's not the optimal time

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Speaker 2: to convince people to come up. So by launching it now, well,

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Speaker 2: the campaign we did last year we contributed to nineteenth

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Speaker 2: thank growth year on years, so we want to emulate

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Speaker 2: that this year by doing the same thing and really

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Speaker 2: encouraging people to come up during September and October and

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Speaker 2: then carry that visitation through to the actual summer of

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Speaker 2: December and January.

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Speaker 1: So Tony tell us where is this going to be

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Speaker 1: promoted into witch markets.

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Speaker 2: That's across Australia, but predominantly in the big metropolitan areas

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Speaker 2: of Brisbane, Sydney, Melbourne and Adelaide, but we're also looking

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Speaker 2: at the regional areas and of course other centers such

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Speaker 2: as Perth, So we are trying to get a national

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Speaker 2: coverage with the media spend.

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Speaker 1: And so where do we find the majority do sort

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Speaker 1: of visit from based on how that campaign went last year.

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Speaker 2: Usually the bigger centers, so Sydney and Melbourne usually lead

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Speaker 2: in terms of our visitation numbers, but we do have

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Speaker 2: a big connection with Brisbane, Southeast Queensland and Adelaide visitors

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Speaker 2: as well as as Perth visitors. So you know, really

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Speaker 2: it's a mixed bag, but usually it's those larger population

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Speaker 2: bases that generate the biggest numbers.

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Speaker 1: And how much are we investing into the campaign this

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Speaker 1: time round?

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Speaker 2: This campaign is five million spread over five months, so

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Speaker 2: started yesterday and we'll go through into November and has

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Speaker 2: a whole range of different media partnerships and of course

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Speaker 2: trade partnerships which stimulate both aviation and retail sales.

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Speaker 1: Yeah, and I did see that in terms of partnering

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Speaker 1: up with airlines that this part of that is going

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Speaker 1: to be happening. How does that work? Is there special

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Speaker 1: deals and that kind of thing.

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Speaker 2: Yes, So we partner with the airlines in terms of

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Speaker 2: co oping media, so we go fifty to fifty into

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Speaker 2: a media buyer around promoting the territory, and often that

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Speaker 2: all includes sale dates as well, So we'll have sale

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Speaker 2: dates with jet Star Vergin and we'll have them through

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Speaker 2: Webjet as well, which cover all airlines coming into the

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Speaker 2: NT Tony.

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Speaker 1: Obviously, there's been a lot of talk over the last

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Speaker 1: week or so about the runway works. Is that going

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Speaker 1: to potentially have an impact on this campaign?

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Speaker 2: Well, it's not optimal, but I don't think it will

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Speaker 2: have too much of an impact. The works, from what

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Speaker 2: I understand, will happen over the night period, so some

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Speaker 2: impact on those back of clock arrivals will have to

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Speaker 2: be adjusted, but I don't think we'll see too much

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Speaker 2: of a decline in the number of flights. But also

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Speaker 2: we do have a decline in visitations, so we won't

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Speaker 2: have as many people coming over that period as we

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Speaker 2: do in our peak season. So we're really hoping it

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Speaker 2: doesn't have that much of an impact.

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Speaker 1: Yeah, I think everybody's feeling that way, aren't. We want

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Speaker 1: to make sure that we have got as many flights

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Speaker 1: in and out of the Northern Territory as we can have.

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Speaker 1: We all understand that that is based on demand, but

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Speaker 1: I guess what we're fearful of is that if those

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Speaker 1: flights do drop off, then the ones that are operating

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Speaker 1: are going to be more expensive.

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Speaker 2: That is a worry. Hopefully the airlines will will understand

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Speaker 2: that and not push the prices up too much. Again,

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Speaker 2: that will depend on demand. So the airlines are commercial businesses,

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Speaker 2: so they will maximize revenue where possible, and if there's

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Speaker 2: less flights, they will try and recoup that with prices.

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Speaker 2: But we are working with the airlines to make sure

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Speaker 2: that they have all the support they need in terms

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Speaker 2: of getting that demand and not putting prices up, and

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Speaker 2: of course working with them on possible sale dates.

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Speaker 1: Yeah. I was going to say, because last year, correct

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Speaker 1: me if I'm wrong with the summer done differently campaigned.

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Speaker 1: There were like Jetstar and one of the others did

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Speaker 1: have those sale prices, didn't they Because I remember there

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Speaker 1: was you know, there was a bit of a rush

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Speaker 1: from interstate family going oh maybe I should book now.

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Speaker 2: Yeah, And that's the key is look out for those

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Speaker 2: sale dates. They will be coming. There will be times

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Speaker 2: where we'll have organized sale dates with the airlines, but

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Speaker 2: there are also opportunities when the airline will put those

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Speaker 2: sales into market in what they call dynamic pricing, so

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Speaker 2: they'll see a lull in bookings and then put some

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Speaker 2: sales into market which even we won't get a heads

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Speaker 2: up on. We'll see them when they're entering the market

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Speaker 2: as well. So what I suggest is people just keep

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Speaker 2: across the airlines, subscribe to their emails, talk to your

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Speaker 2: friends and family about you know, listening to the media

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Speaker 2: and finding out when those sales come up.

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Speaker 1: Tiny anything else in the pipeline that we should be

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Speaker 1: aware of when it comes to the tourism, you know,

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Speaker 1: tourism sector. And I suppose you know, for any of

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Speaker 1: our tourism operators that are listening this morning, anything exciting

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Speaker 1: coming up.

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Speaker 2: I think we've got a lot exciting. I mean, this

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Speaker 2: campaign is just one campaign and a whole range of

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Speaker 2: new financial year activities that we're planning. So what I

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Speaker 2: devise again is to keep across what we're doing. So

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Speaker 2: if any tour tourism operators haven't already subscribed to our newsletters,

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Speaker 2: please do that because that's where we'll announce the campaigns

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Speaker 2: and how they can be part of them. But this

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Speaker 2: campaign has many different elements, so we'll come out as

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Speaker 2: this campaign is undertaken to launch or at least announce

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Speaker 2: different partnerships as they come up. So I think it's

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Speaker 2: a very exciting time for the tourism operators because not

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Speaker 2: only are we stimulating domestic market, but the international market

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Speaker 2: will be returning. You know, the capacity of airlines coming

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Speaker 2: back into Australia is increasing and that will see you know,

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Speaker 2: larger numbers of international visitors into the territory. So I

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Speaker 2: think the time for operators to stay optimistic.

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Speaker 1: Well Tony Cormby, always good to catch up with you.

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Speaker 1: Thanks so much for having a chat with us this morning.

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Speaker 2: No problem, Thanks lot, Katie, thank you