The Northern Territory should have its very own
masterbrand in just over 12 months appointing creative agency The Royals
to its $1.5 million account.
Says Andrew Siwka, managing
partner, The Royals: "This is a particularly satisfying win for The
Royals. We love taking on big strategic challenges and they don't get
much bigger than developing whole of territory master brands. The
incredible diversity of the NT certainly adds to the project's
complexity but also whets the appetite of an Agency built on insatiable
The purpose is to deliver a one-of-a-kind brand and strategy for the NT
that would have every Territorian talking up the Territory in the same
Siwka said brand presentation was more than what a tourism department could do: "This is so much broader than tourism.
you get this right, it invades elements from immigration to building
business to exports and imports to external investment within a
location. Tourism is definitely a key stakeholder but it's so much more
"If we get this right, you'll see GDP growth and immigration growth."
Siwka said it would take up to a year for the branding to take off but it would have everyone using similar language.
Siwka: "They won't use exactly the same words, it won't be one single
thing, but every Territorian will be able to articulate what it is that
makes the NT great."
He said businesses would be able to use an
online portal to get marketing tips: "When they're selling beef to
China, or they're at a mining conference, they'll be talking about what
makes the NT fantastic."
Siwka said an example of success was in Edmonton, where his team was able to get the whole community on message.
Siwka: "One of the most amazing things we did at Edmonton was we got
schoolkids involved. They started coming up with ideas ... and started
coming up with ideas that made something 'Edmonton'."
the tender was the next step of Team NT and his tourism stimulus
package, and that he had "charged the best in the world with creating a
unified and identifiable brand for the NT".
Says Gunner: "This
world-recognised team is tasked with framing the NT in the best possible
way -- crafting a brand that will ultimately drive population, jobs and
economic growth. They will build a distinctive and identifiable brand
that will provide the Territory with a unique competitive edge to enable
us to better tell the Territory's story.''
The Royals will also
offer NT design students with internship opportunities in its Melbourne
office where work on the Territory's brand will be completed.
Tan has worked with many well-known brands during the past 40 years
including international brands Toshiba, Mercedes Benz, Meiji Dairy
Industry, Weber and well known Australian brands BHP, Westfield,
Coca-Cola Amatil and Red Cross.
Boab has created branding
solutions for an extensive portfolio of NT organisations, across a range
of projects. Their clients include Kakadu Tourism, Batchelor Institute
of Indigenous Tertiary Education, Airnorth, Darwin Council, Darwin
Waterfront, Kakadu National Park, Northern Australia Development Office,
NT Airports, Darwin Festival, Parks Australia, TIO, Tourism NT, Halikos
Group, among many others.