Latest news, Northern Territory, Australia

Northern Territory is different in every sense



The Northern Territory Convention Bureau has embraced a new name to resonate and engage more effectively and efficiently with the business events marketplace.
The NT Government’s dedicated business events unit sits within the Department of Tourism, Sport and Culture’s Tourism NT. As part of a recent Tourism NT Brand Review, testing was undertaken in domestic and international markets. Research outcomes suggested that association, corporate and trade planners will often search for terms such as ‘conferences’ and ‘business events’, when seeking information on potential destinations.

Accordingly, the NT Convention Bureau will now be known as Northern Territory Business Events. Whilst the formal launch will take place at the 2020 Asia-Pacific Incentives and Meetings Event (AIME) in Melbourne in February, the new name will be rolled out progressively from mid-September onwards.
Rebecca McCaig, Director of Northern Territory Business Events, spoke about the rationale for the new name. “With digital channels now playing such a key role in destination research, we have identified that by incorporating ‘business events’ into our name, we will increase online engagement leading to an enhanced level of client interaction.”

The new title comes as Tourism NT releases a new brand. The new tagline, ‘Different in every sense’, seeks to convey what many highly-satisfied business events planners already know, that the Northern Territory is unlike any other place on earth. The NT provides a multi-sensory experience for delegates encouraging the disconnection from hectic, every day routines and a renewed energy to achieve positive outcomes relevant to their business event.

Extensive testing has been undertaken across the domestic and international leisure tourism and business events markets to ensure the new brand would entice people to the NT and provide consistency across leisure as well as the business events markets. As part of the re-branding process, the Tourism NT logo has undergone a refresh.  Whilst the iconic brolga remains, highlighting 20 years of brand equity, the logo has been modernised with simple, clean lines to provide a more contemporary look.  The brolga is positioned in front of a spectacular NT sunset and complemented by a new Arafura Blue colour font, which better reflects the NT’s diverse colour palette.

For further information on business events in Australia’s Northern Territory, contact the team.

Contact the team, Northern Territory, Australia

Contact the team

The NT Business Events has team members located across Darwin, Alice Springs, Sydney and Melbourne, as well as in a variety of international hubs