We set out to develop a creative idea that stirs the emotions, truly connects and inspires existing and new audiences to want to travel to the NT. We were tasked to create the largest amount of desirable destination awareness ever seen in the Territory from the Top End to the Red Centre in a cluttered market post COVID. The brief was simple; bring our brand platform of ‘different in every sense’ to life, through an integrated strategic framework that extends the campaign through sector and tactical opportunities domestically and internationally. ‘Seek different’ taps into our inherent craving for different and celebrates it. The campaign launches in February 2021.