The Brief

Tactically leverage the AFL Gather Round to capture a highly engaged audience, driving awareness, consideration, and direct economic return for the Northern Territory’s tourism sector.

We developed a tactical, integrated campaign using contextually relevant, AFL-themed headlines paired with iconic NT imagery. This was deployed across high-impact OOH, print, and digital placements.

We then used digital retargeting to serve discount vouchers to the exposed audience, creating a direct path from awareness to conversion.

The Process

The Work

We paired iconic NT imagery with contextually relevant, AFL-themed headlines like, “Now this is a specky”. This creative was deployed across high-impact OOH, print, and digital placements in Adelaide.

The critical component was using digital retargeting to serve discount vouchers to this audience, creating a direct path to conversion and delivering a +370% return on investment.