Digital Marketing - Tourism in Northern Territory

DIGITAL
MARKETING
Tourism in Northern Territory

Introduction
Components of the Presentation:
◦ Background
◦ Situational Analysis
◦ Research
◦ Big Idea
◦ Targeting
◦ IMC plan

Background: StudentUniverse
◦ World’s leading travel booking service
◦ Specially suited for students
◦ Headquarters: Boston
◦ Also present in many major cities such as New York, London, Brisbane, etc.
◦ Providing best services at reasonable prices.

SITUATIONAL
ANALYSIS

Background: Northern Territory
◦ Decline in young visitors in NT.
◦ Possibly due to perceptions that NT
is expensive, uncomfortable, remote
and others.
◦ There are various attractions in the
location.
◦ Diverse flora, fauna and attractions

Situational Analysis
Main Challenges:
◦ StudentUniverse needs to change the
positioning.
◦ Northern territory needs to be positioned
as an Instagrammable destination.
◦ Highlighting the core attributes will help
in attracting tourist.
◦ Bush fires throughout (Vardoulakis et al.,
2020)
◦ Corona Virus Outbreak (Maijama et al.,
2020)