Digital Campaign for Tourism in Australia's Northern Territory

Northern Territory
Table of Contents

INTRODUCTION...........................................................................................................................1
Situational analysis..........................................................................................................................1
Conduction of research and analysis................................................................................................2
Theme 1: Conduction of digital campaign will help to promote the tourism activities in the
Northern Territory..................................................................................................................3
Theme 2: The sustainable tourism goals will also be promoted with the help of the tourism
campaign in Australia’s Northern Territory...........................................................................4
Theme 3: Targeting the UK traveller will help to restore and mitigate the risk of decline in the
tourism industry of the Australia’s Northern Territory..........................................................4
Key Insights of the Target Audience (persona)......................................................................5
Formulation of Data strategy...........................................................................................................5
Application of STP model......................................................................................................5
Data Management...................................................................................................................6
Description of the Campaign...........................................................................................................6
Big idea with rationale............................................................................................................6
Creative strategies of the campaign........................................................................................7
Development of the communication plan........................................................................................8
Identification of media for marketing.....................................................................................8
Budget breakdown structure...................................................................................................9
Promotional Schedule.............................................................................................................9
Testing and learning plan.....................................................................................................10
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital campaign basically involves execution of effective marketing strategy across all
the suitable digital channels with the aim of effectively engaging customers along with having
improving conversion rate (Coble and et. al., 2018). The current project is focused on digital
campaign management and media comprises of effectively online marketing efforts that are put
forward to drive improved engagement and higher productivity for holiday destination in
Australia’s Northern Territory. Thus, current report comprises of SWOT analysis along with
secondary form of research based on qualitative method for effectively developing a campaign
for holiday destination in Australia’s Northern Territory. Beside this, current project also
comprises of a discussion about the marketing strategy along with identification of marketing
media and budget breakdown.
Situational analysis
Situational Analysis comprises of identifying about the internal strength and weakness along
with identifying the present opportunity and threats within the external environment (Freberg,
2018) . Thus, with respect to current project, use of SWOT analysis has been made to effectively
analysis and determine about the internal strengths and weakness of Australia’s Northern
territory as a suitable and famous holiday destination along with determining the present threats
an opportunity for its development in current business scenario.
Strengths Weakness
 Having rich wildlife, oldest living
culture, old heritages, national parks
and other geographical aspects which
lead more excitement and
encouragement in the traveller is the
biggest strength of Australia’s Northern
Territory (Mueller, 2019).
 Accommodation of proper
infrastructure and facilities consists of
proper lodgings and accommodations
for tourist is also a strength of
 Lack of innovation and creativity in
tourism industry is the biggest
weakness for developing Australia’s
Northern territory as holiday
destination.
 Conventional marketing strategy along
is also a weakness that hampers
development of Northern territory
(Arora and et. al., 2019).
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