The new NT campaign

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?

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