Tourism Northern Territory (NT) has launched a new promotional campaign centred on the wide range of new experiences visitors to Australia's Top End can enjoy when they see the area.
As such, the iconic location of Uluru is unusually being left out, with the intention of overcoming any possible perception that the NT has little else to offer.
The campaign follows in the wake of a major promotional drive in 2015, which urged holidaymakers not to delay their trip to the NT.
Marketing agency Common Ventures is behind the new campaign, which is centred around a TV spot featuring a couple on their return home from the area.
The pair are shown teasing a friend about the favourite part of the trip - and the advert incorporates the slogan: "Stop Guessing. Start Doing."
Common Ventures creative director Jane Burhop said a trip to the NT can be a very different kind of travelling experience compared to other locations.
"It's somehow awe-inspiring yet raw and real at the same time," she remarked, adding that the TV spot aims to replicate this experience by always being in amongst the action and mimicking how people take videos when they are on holiday, rather than statically observing from the sidelines.
"You get to be the third wheel on a romantic getaway to the Northern Territory [in the clip]," Ms Burhop continued.
Monika Tonkin, manager of consumer communications at Tourism NT, said the advert incorporates regional-specific humour, adventure and a wide breadth of experience to illustrate the variety that can be found found on a trip to the area.
"By using humour and unconventional destination footage, we were able to push the [commercial] into a space that really reflects the affable, larrikin nature of the territory."
