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| Northern Territory |
Northern Territory Tourism
has appointed Pacific Leisure Marketing as its marketing representative in Singapore.
Adventure travel and MICE have been earmarked as key focus areas for
development.
Pacific Leisure Marketing’s managing director, Charles
Leong, says that his first task is to raise awareness of the Northern Territory
(NT), which less well-known compared to other Australian states.
Major destinations in NT include Darwin, Alice Springs, Katherine, Nhulunbuy, Tennant
Creek and other areas in the centre and central northern regions of the
country.
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| Charles Leong |
According to Leong,
NT’s nature as “an outdoor,
adventure type of destination” endears it to “young travellers and incentive
groups who want fresh ideas and unique venues”, but makes it difficult to sell
to the average Singaporean consumer, for whom adventure travel is still a niche
segment.
“Most Singaporeans prefer shopping and dining during their
holidays,” he explained. “However, younger travellers are seeking different
experiences, and families are now affluent enough to send their children on
holidays.”
Apart from reaching out to these younger travellers as well
as MICE buyers, Pacific Leisure Marketing is also planning to organise training
and fam trips for travel consultants, develop tactical advertising in tandem
with travel agencies, and engage in joint marketing efforts with trade players.
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| Jetstar |
“We have been talking to Jetstar and SilkAir about
collaborating on media and trade fam tours, which we hope will take place in
March when SilkAir inaugurates its Singapore-Darwin services” said Leong.
Felicia Teng, general manager of Singapore-based The Meeting
Lab, said the addition of SilkAir’s new route to Darwin would help persuade more corporate
groups to consider the destination, as “not all corporate travellers are
willing to fly low-cost”.
On another note, Jetstar is scheduled to boost its current
Singapore-Darwin daily services to 10-weekly starting March 25.
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