The Northern Territory Government is on the hunt for a new image with a tender released seeking the services of a brand specialist.The Northern Territory Government is seeking to secure the services of a Brand Specialist with a successful track record, both nationally and internationally to develop a place brand for the Northern Territory.
The successful applicant will create a brand strategy and brand identity as well as developing and implementing a marketing campaign to support the new brand. The launch date for the campaign is July 2018 as part of the 40th anniversary of self-government celebrations.
The Government wants to market the NT on a global scale with a unified whole of Northern Territory approach - uniting government, industry, business and other organisations. An "enduring brand, appealing narrative and marketing approach" is intended to inspire people to "think differently" about the Territory and encourage more visitors, students, residents and investors.
Currently, the NT does not have a unique or identifiable brand that is relevant to all its audiences or one that is widely available for NT industries to use to market the Territory. The new brand will not be available to be used by businesses or other non-government organisations unless it is for acknowledgment of sponsorship or support.
There are a variety of brands, sub-brands, campaign brands and visual identities currently in use by NT Government agencies and the broader business community.
The Government said in the tender document that:
"This disparate approach does not communicate a cohesive set of messages about what the NT offers visitors, investors, students or residents, nor does it allow private enterprise to join the NT Government in telling the Territory’s story to the rest of the world."
The target audience for the branding is everyone - the NT Government, local, national and international business and general public sectors, and interstate and international visitors and students.
For more information and a link to download the tender documents go to Australian Tenders. The tender closes on 8 December 2017.