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AMI's In Conversation With... series tells the story of our community, bringing together marketers to share their career journeys, industry experiences and exceptional achievements to foster conversation, encouraging new perspectives and ideas.
In March, join our chat with Tony Quarmby, Executive General Manager of Marketing, Tourism Northern Territory who will be sharing the Changing the perception of the Top End campaign story from the conception to winning the most prestigious AMI Award for Marketing Excellence - Campaign of the Year, in 2020.
This 40-minute online networking industry catch up will be held live and we encourage participants to ask questions and chat with your peers.
About the Campaign:
Winning the coverted 2020 AMI Awards for Marketing Excellence Campaign of the Year category, as well as the national winner for Content Marketing and Northern Territory state winners for: Creativity in Brand, Product or Service Marketing and Integrated Marketing Communications Program.
Research reported awareness and visitation for the ‘Top End’ had significantly declined and that even those who were aware of the holiday destination had inaccurate, dated and often negative perceptions.
With such amazing content to work with, including stunning landscapes, ancient indigenous history as well as modern comforts and the cosmopolitan nature of the Territory’s capital, Darwin. A complex and wonderful story of old and new waited to be told.
To reverse these negative perceptions and decline in visitation Tourism Northern Territory had to think differently, buying TV ads wouldn’t work and we couldn’t change perceptions with a super bowl ad, we needed more, we needed era defining content, and entire feature film and web series integrated into a marketing campaign.
After five years in development, Top End Wedding had its global Premiere at the Sundance Film Festival and was released in almost three hundred cinemas across Australia. It was the number two Australian film for 2019 and well inside the top 100 Australian films of all time.
More importantly, for the period the campaign was in market the ‘Top End’ alone saw a 6.5% rise in total visitation with holiday visitation continuing to increase by 17% by December 2019.
About the Speaker:
Tony Quarmby
Executive General Manager of Marketing
Tourism Northern Territory
Tony Quarmby is the Executive General Manager of Marketing for the Northern Territory’s tourism agency, Tourism Northern Territory and AMI's 2020 CMO of the Year in the AMI Awards for Marketing Excellence.
Responsible for creating demand for one of the Territory’s largest economic drivers, the tourism sector. He achieves global demand through the creation of marketing strategies that cover destination brand development, travel retail, product distribution and media partnerships as well driving awareness, consideration and sales activities for over 1600 tourism operators.
Before settling in Australia Tony worked across the globe in the travel sector, TV industry and with emerging technology businesses to help them find investment and partnerships internationally.
His Australian tourism roles have now seen him represent The Northern Territory, Tasmania, Queensland and the Sunshine Coast.
Modern marketers are required to be creatives, accountants, negotiators, media planners, team leaders and digital wizards and the results prove Tony has been able to conquer all these attributes.