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Australia Marketing

Australia’s Northern Territories turn Ayers Rock blue with profane tourism campaign

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By John Glenday, Reporter

November 8, 2016 | 2 min read

An unofficial tourism campaign for Australia’s Northern Territories has thrown decorum to the wind with a provocative message which seeks to shock visitors into visiting the arid region.

CU in the NT utilises a far from accidental line up of abbreviations to communicate its succinct message, straplined with the message ‘The top end. Different from the bottom end.’

Conceived by NT Official, an ‘independent underground campaign’, the piece is aimed squarely at younger people, using spoof versions of the typography and logos used by the official tourism department.

Speaking to Mashable by email, one of the group wrote: “We are a fronted by a guerrilla group of people with the aim of promoting travel awareness to the Northern Territory region.

"We want people to recognise that if they want to go to the NT they shouldn't hesitate. They should just go and tell their friends to 'CU in the NT!'"

To back up the campaign NT Official is flogging a range of branded t-shirts imprinted with the eye-catching slogan, all backed up by a Facebook and Instagram account which rewards the curious with some scenic views of the area.

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