Keene will work with Tourism Northern Territory for the fifth consecutive year after successfully retaining the PR account for the Australian destination following a competitive pitch.
The new contract to deliver PR services across the UK, Ireland, Netherlands and Nordic region will commence on 1 January 2012. First appointed in 2007, Keene has successfully raised the profile of Australia’s Outback Northern Territory as a premier destination for travellers.
Next year promises to be an exciting year for the Territory. The laidback capital Darwin has just been handpicked by leading travel brand Lonely Planet as a must visit city for 2012, visitors to the Red Centre will be able to experience views of Ayers Rock from a hot air balloon for the first time ever from March and Darwin will enjoy improved connectivity thanks to new services being introduced with SilkAir between Singapore and Darwin, commencing in March.
“We are delighted to be re-appointed and continue our successful partnership with Australia’s Northern Territory to promote one of the world’s leading nature and culture based destinations. We look forward delivering great results and attracting more visitors from the UK, Ireland, Netherlands and Nordic markets” said Simon Quarendon, Keene’s Managing Director.
Keene will continue to focus on promoting distinctive experiences to the youth (18-30 year olds) and over 50s market within the six priority destinations of Uluru, Kakadu, Darwin, Katherine, Tennant Creek/Barkly and Alice Springs under Tourism NT’s ‘share our story’ brand. Through a tactical PR campaign, Keene will prioritise communicating the destination’s key selling points to ‘niche’ consumers including birdwatchers, adventure seekers, art enthusiasts, walkers and photographers, and well as highlighting the Territory’s ancient Aboriginal culture – the world’s oldest, continuous living culture on the planet – dating back over 50,000 years.
With over 25 years’ experience in PR and Public Affairs, Keene’s other travel PR clients include the Falklands Islands Tourist Board and St Helena Tourism (both British Overseas Territories) and India’s premiere airline, Jet Airways.
Robert Hardless Associates has also announced that it will continue to handle the representation and marketing for the destination.
For more information on Tourism Northern Territory visit www.australiasoutback.com.