TAILIEUCHUNG - Northern Territory Tourist Commission MARKETING PLAN 2003 - 2005

This Marketing Plan is based on the Northern Territory Tourism Strategic Plan 2003-2007. The Strategic Plan was launched in November 2003, following extensive consultation with industry. The Strategic Plan provides a framework and clear direction for a sustainable tourism industry in the Northern Territory for future generations of visitors and residents. | Northern Territory Tourist Commission MARKETING PLAN 2003 - 2005 2 NT TOURIST COMMISSION MARKETING PLAN CONTENTS The Plan 5 Market Overview 6 Challenges and Opportunities 8 Destination Marketing 9 Sectoral Marketing 9 Competitive Environment 10 Target Markets 12 Domestic Market 12 Market Segmentation 13 International Markets 14 Targets 16 Marketing Priorities 18 The Campaign 19 Cooperative Marketing 20 Marketing Strategies 21 3 The Team 21 Brand Position 22 Destination Development 23 Distribution and Conversion 24 Partnerships 26 Measurements of Success 27 4 THE PLAN This Marketing Plan is based on the Northern Territory Tourism Strategic Plan 2003-2007. The Strategic Plan was launched in November 2003, following extensive consultation with industry. The Strategic Plan provides a framework and clear direction for a sustainable tourism industry in the Northern Territory for future generations of visitors and residents. The Northern Territory Tourist Commission (NTTC) facilitated the process of developing the Strategic Plan. The NTTC has an ongoing commitment to implement the strategies in the Strategic Plan over a period of five-years, in partnership with industry and government. Like its industry partners, the NTTC continually reviews and, if necessary, adapts to the political, economic, social and technological changes in the marketplace. One of the most recent changes includes the substantial increase in Northern Territory (NT) Government funding made available to the NTTC. An additional $ million was allocated, to be expended in 2003/04 to 2005/06. This Plan includes details of activity resulting from the additional funding, particularly relating to destination and sector- specific marketing. The development of a Marketing Plan reflects the annual 5 review of market conditions, and enables the local industry, Regional Tourism Associations (RTAs) in the NT and allied industry partners to better understand and associate with the marketing activities of the .

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