Exploring the Northern Territory
Every year, more traveller discover the Northern Territory in Australia as a unique holiday spot to experience natural wonders and unwind from their hectic modern lives. From the sparkling harbour city of Darwin to the iconic sandstone formation of Uluru/Ayers Rock, the Northern Territory is a highly diverse area ideal for visitors interested in outdoor activities, wildlife and Aboriginal culture.
Tourism is one of the biggest industries in the Northern Territory, employing 12% of the Territory’s workforce. As part of the Northern Territory’s Tourism Industry Strategy 2030, the Northern Territory aims to boost the economy by increasing tourism, with a goal of attracting up to 3.03 million annual visitors by 2030.
Tourism NT’s role is to market the Northern Territory as a travel destination, inspiring more people to visit, stay longer and spend more. The website northernterritory.com is the organisation’s primary marketing tool, serving as a central hub to inspire and inform traveller. Tourism NT does not provide direct booking services, instead directing traveller to partner airlines, booking sites and travel agents.
“We have great partnerships in place, but we didn’t have transparency into the customer journey because we couldn’t see what visitors were doing on our partner sites,” says Adam Boucher, Marketing Solutions Director at Tourism NT. “Were campaigns driving bookings? How much were visitors spending? As part of our 2030 initiative to turbocharge tourism, we wanted a way to stitch together information from all of our customer touchpoints and deliver personalised experiences that inspire people to visit the Northern Territory.”
Tourism NT carefully researched tools that would provide marketers with greater insights and personalisation capabilities and ultimately chose Adobe Experience Cloud. Adobe Analytics delivers in-depth, real-time data that tells marketers how website visitors are interacting with articles, travel deals and upcoming regional events in the Northern Territory. Adobe Audience Manager serves as the data management platform (DMP) to pull together customer information from numerous touchpoints, including email, digital banner ads, free Wi-Fi hotspot registrations and partner websites. All of this data feeds into Adobe Target for testing, optimisation and personalisation so website visitors considering a trip to the Northern Territory get an experience tailored to their interests.
“Adobe Experience Cloud was the best choice for us,” says Boucher. “It brings together analytics, data, personalisation and testing in a single platform with native integration, which helps us future-proof our technology.”