It’s About Time is an integrated campaign that was born from the insight which revealed people regret not going to the NT. The campaign used three key components to create a strong, compelling story arc – the concept of limited time, the humour and larrikin persona of the NT to set it apart from competitor advertising.

The Process


The Work

The campaign set out to remind people that life is short, and now is the right time to do the NT.

It was launched across brand channels and as TVCs, print, outdoor, digital and social media.



Why it Worked

It’s About Time led a 15% rise in visitors from the previous year. 

Across Oz there was a +4.1% increase in all domestic holidays in the year ending September 2015. While all states increased except the ACT, the Northern Territory recorded the largest increase with +17%.

As a result, the NT market share increased 0.2 percentage points to 1.5% of the total holiday market for the year.