The Brief

18-35 year old visitors to the NT were down more than 5%. To unfollow this trend, Tourism NT set out to create a social campaign made for millennials.


Built from the insights that life’s better without banalities, and millennials love complaining about every single moment of unpleasantness – our idea was simple. Leave your home state and get to the NT.

The Process


The Work

With Get Out Of The State You’re In, CV enlisted some of Australia’s favourite comedians to take the piss out of their own states. Videos were launched on Tourism NT social pages with additional content being launched on the comedian’s own channels.


Why it Worked

The campaign was shortlisted for multiple awards including B&T’s Campaign Of The Year. During its run, it achieved the following:

  • 37+ million impressions
  • 6.5+ million views
  • 34% & 27% completion rate
  • 40% stated that it ‘stood out compared to other holiday advertising’