Case Study: Tourism NT boosts Northern Territory bookings with MMGY Global

Tourism NT boosts bookings 77.41% with MMGY Global

Tourism NT, the tourism board for Australia's Northern Territory, faced the challenge of encouraging long-haul travelers to extend their stays beyond just visiting Uluru and to explore other regions like Alice Springs. They engaged the vendor MMGY Global to create a tactical sales campaign aimed at achieving these conversions.

MMGY Global implemented a solution by forging a 50-50 marketing partnership with Visit Victoria and key wholesaler Down Under Answers to create competitive travel packages. Their strategy included an in-house designed consumer-direct marketing media mix with interactive web banners, integrated consortia partnerships, and direct mailers. This approach generated a 77.41% year-over-year increase in bookings, a 342% ROI, and over 6 million in-kind partner impressions for Tourism NT.

Tourism NT (Northern Territory)