Brand Tone

Cheeky & Irreverent, Humorous & Playful, Bold & Provocative, Adventurous & Outdoorsy, Australian "Larrikin" Spirit, Informal & Friendly

Brand Values

• •Love for the Northern Territory
• •Humor & Fun
• •Authenticity (NT Spirit)
• •Boldness & Freedom
• •Community & Connection

Best Practices

• •Embrace the Cheek: Don't shy away from the playful irreverence and double entendre that defines the brand.
• •Keep it Aussie: Use Australian slang and humor naturally. The "larrikin" vibe is central.
• •Focus on the NT Experience: Always tie it back to the adventure, beauty, and unique experiences of the Northern Territory.
• •Visual Consistency: Ensure images and videos match the adventurous, fun, and sometimes raw feel of the brand.
• •Engage Playfully: Maintain the informal, humorous, and friendly tone when interacting with the audience.

Social Perception

Polarizing, Controversial & Offensive (to some), Memorable & Attention-Grabbing, Associated with Youth & Adventure, Unofficial but Effective Tourism Promotion

Copy Examples

• •Headline: Stop dreaming, start doing. The NT's waiting. Body: Tired of the same old? Get your mates, pack your gear, and CU in the NT for an adventure you won't forget (or maybe you will, after a few too many at the local). #CUintheNT #TopEndAdventure
• •Social Media Post (Image: Stunning NT landscape): Yeah, the view's alright. But it's even better when you're actually here. What are you waiting for? CU in the NT! 😉 Shop the gear that gets you there: [Link to website] #NorthernTerritory #GetLostHere
• •Product Description (for a T-shirt): Wear it loud, wear it proud. This isn't just a tee, it's an invitation. Let everyone know where the real adventure is. CU in the NT – because life’s too short for boring holidays (and subtle slogans).
• •Email Subject Line: Ready for something a bit different? Email Body: If your idea of a good time involves less concrete and more crocs (at a safe distance, mostly), then you know where to go. The Top End is calling. We’ll CU in the NT. Check out our new arrivals for your next trip!
• •Short Ad Slogan: CU in the NT: The Top End. Seriously different from the bottom end.