Tourism NT partners with Network Ten to promote Keeping up with the Joneses
Tourism NT has partnered with Network Ten to promote the NT’s dramatic Top End landscapes through Ten’s new observational documentary series, Keeping up with the Joneses, airing Thursday nights as part of a six part series. Shot at Coolibah Station, 600 km south-west of Darwin, the program showcases the unique and adventurous lifestyle on a remote cattle station.
Following the lives of the Jones family, it shows them going abouttheir day-to-day activities of heli-mustering, collecting croc eggs andtrapping rogue crocs when the water levels are high, all against astunning backdrop of escarpments and floodplains.
This factual yet humorous snapshot series introduces the Territory’s colourful and larger than- life characters to the small screen and highlights the irreverent approach often taken to even the most important tasks as the Jones family fights fires and deals with the inconvenience of being cut off from the rest of the NT by high water levels.
Tourism NT’s integrated campaign includes a digital sponsorship with Ten, which includes the opportunity for viewers to win one of 6 holidays to the NT, supplied by Territory Discoveries, an online game, outdoor/transit advertising and a consumer facing PR activation via mango Sydney. Activity is centred on the three themes of natural landscapes, colourful characters and outback adventure with the underlying message of ‘reality is more than just a TV genre.’
The PR consumer outreach was active in the Sydney metropolitan region on Thursday October 21, when six free bus services ran on a standard bus route (from Bondi Junction to Wynyard Station), and passengers, were treated to a guided pop-up tour of the NT from their bus seats. The activity targeted commuters by inviting them to take the NT route to work, and included croc-wrestlers, a fisherman in a tinnie battling with barramundi, a mini-cattle station and kayakers looking for the Katherine River. Commuters then arrived at an ‘outback bar’ at Wynyard Park where they were treated to free damper and billy tea.