Case Study: Australia’s Northern Territory Tourist Commission achieves 108 million earned impressions with MMGY Global’s integrated campaign

Australia’s Northern Territory Tourist Commission drives 108 million earned impressions with MMGY Global

The Australia’s Northern Territory Tourist Commission sought to increase visitors, market share, and yield from North America. They partnered with vendor MMGY Global (through its Myriad Marketing division) to create a fully tactical sales campaign, aiming to direct the majority of their budget toward marketing and PR efforts.

MMGY Global implemented an integrated campaign called "Fly Free to the Outback," which negotiated a cooperative deal with Qantas Airways and used distribution partners, PR, digital advertising, radio, and social media. The campaign went viral, achieving an estimated $13 million in ad value and over 108 million earned impressions from major media outlets, significantly exceeding its initial tactical goals.

Australia’s Northern Territory Tourist Commission