2002 BEST USE OF SMALL BUDGET WINNER

WINNING ENTRY - Fishing The N.T

COMPANY - OMD

CLIENT - Northern Territory Tourist Commission

SPONSORED BY
www.AdNews.com.au

OBJECTIVE

The Northern Territory Tourist Commission was looking for areas of business to stimulate travel to the NT outside the peak holiday season. The fishing market offered the most potential for growth. Research revealed a large market opportunity for men looking for a bonding adventure using fishing as the catalyst, but their perception was that the Territory was more dangerous and difficult than an equivalent deep-sea fishing experience in Queensland.

CAMPAIGN

A critical inspiration came from a research respondent: "Drop a line and have a few beers". It was also important to identify a media channel that could reposition the Northern Territory as a safe fishing destination. CUB's magazine VB's Shout, a subscriber-only bimonthly, is one of the highest circulating men's magazines in the market, with audience behaviour skewed towards travel, adventure, drinking and sport. However, it does not carry advertising. The pitch to the editorial team was a member-gets-member competition: "Barra on the barbie and VB in the Esky", a fishing safari for a reader and five mates -- a first for the magazine.

RESULTS

TThe main driver for the success of the campaign was that it achieved exposure in a non-commercial media vehicle that is highly trusted by its readers. The NTTC member-gets-member campaign yielded 31,280 new members, an increase of 31% on previous similar campaigns. A total of 34,018 people opted to receive future communication from the NTTC, tripling the size of its existing prospects database.