We need to talk about the new NT campaign

A tongue in cheek play on words? Or a tasteless and offensive statement?

We need to talk about the new NT campaign

A regular travel contributor to YourLifeChoices, SJ has been to five of the seven continents and has lived in two.

As they say, you'd have to have been living under a (rather large) rock to have missed the latest tourism campaign to come out of our lucky country. A play on words – or one word in particular, the ‘CU in the NT’ campaign has spread like wildfire around the world – raising more than a few eyebrows.

The witty brainchild of guerrilla marketing group, NT Official, the campaign is actually anything but official. However, you'd be forgiven for thinking it is, as it features the same look and feel, including typeface and brand aesthetics, as the NT Tourism promotion.

Targeted largely at young people, the underground campaign aims to promote travel awareness of the Northern Territory region.

"We want people to recognise that if they want to go to the NT they shouldn't hesitate. They should just go and tell their friends to 'CU in the NT'," said a spokesperson for NT Official.


NT Official's website is selling t-shirts featuring the slogan 'The top end. Different to the bottom end' and has created Facebook and Instagram pages to encourage tourism to the region.

As with our last tongue in cheek tourism campaign featuring a bikini-clad Lara Bingle asking 'where the bloody hell are you?', most of the world is giving the campaign a thumbs up for its creative angle. Others, such as the BBC, are not so impressed.

One thing is for sure - it certainly has everyone's attention!

What do you think? Is this a witty way to showcase some our country's best assets? Or do you find it lowbrow and offensive?



    To make a comment, please register or login
    micky d.
    19th Nov 2016
    19th Nov 2016
    Sorry but having lived in the NT for four years, in particular in Darwin, I find it highly amusing. Crass yes but amusing!
    20th Nov 2016
    My husband and I travel pretty extensively throughout Australia, hubbie often chooses to buy a polo shirt of pleasing places, ie Kakadu, Cape York, Nullabour, Weipa and iconic places like 'pub with no beer' etc. I also on occasions buy a singlet top and it's a great conversation starter at happy hour at free camps or just talking with others, locals and fellow travellers.

    BUT, I've got to say that the shirts/tops featured in this advertising promotion are really offensive and other than young people who may think its funny to be vulgar, I cannot imagine many cashed up older travellers buying and wearing this gear. Indeed, I think you would find that some premises, ie clubs, ban offensive slogans on clothing.
    21st Nov 2016
    Hmmmm. I have lived in the NT FOR 22 years. Find it amusing. Serves its purpose of getting the NT noticed. The bumper stickers sold out quickly. It is very visual. Young children aren't likely to pick up on it. I think the BCF ad is more of an issue. It has a catchy tune and is easy to sing along with. I keep imagining young children singing it "boating camping fishing B(ee) C (see) Fing (effing) fun
    21st Nov 2016
    Instead of CU in NT.....how about BE in NT....Be Engaging in Northern Territory.....majority of women find the C-word offensive, so those 'C's in the advertising dept. should have used a better word than what they used, in the ad....maybe what I suggested instead

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