Northern Territory campaign shortlisted for top tourism award 

We’re thrilled to announce our Million Dollar Road Trip NT campaign has been shortlisted for a Brolga Northern Territory Tourism Award – the Territory’s most prestigious tourism accolade. 

This news follows the campaign’s recent recognition as a finalist in the Mumbrella Awards, cementing its status as one of the country’s most effective and engaging tourism marketing initiatives. 

Delivered in collaboration with Tourism NT, Tourism Top End, Tourism Central Australia and Caravanning NT, the campaign celebrated what makes a caravanning and camping trip through the Northern Territory so special – unforgettable landscapes, rich culture and unmatched hospitality. 

Driving results for regional Australia 

The campaign was powered by a national consumer competition, involving over 460 caravan holiday parks and tourism businesses across the territory.  

Visitors were rewarded for staying in commercial camping accommodation, checking out attractions and stopping by official visitor centres – all the while collecting entries toward a grand prize draw, with the chance to win $1 million up for grabs.  

Running from May to September 2024, the competition had over 55,900 entries linked to more than 53,000 nights of booked accommodation – a huge win for local tourism. 

Marketing designed to go the distance 

The campaign wasn’t just about promoting the Northern Territory, it also created ‘campers for life’ through compelling storytelling, clever incentives and tapping into the adventurous spirit of Australians. 

“The Million Dollar Road Trip NT campaign was designed to deliver real, lasting impact,” said Keelan Howard, General Manager of Marketing and Communications at Caravan Industry Association of Australia. 

“Not only did it help boost the visitor economy across key regional areas, it showed how powerful experience-led, collaborative marketing can be when it comes to inspiring travellers and growing the caravanning and camping sector.” 

Rightful recognition 

With a 7,500-word nomination submitted for the Brolga Awards, the judging panel praised the campaign’s alignment with the awards program’s goal of celebrating excellence and achievement across the Northern Territory’s visitor economy. 

“Being shortlisted for a Brolga Award is a proud moment for everyone involved; from the national marketing team to regional tourism operators and park owners who brought the campaign to life on the ground,” said Howard.  

“Campaigns like this show what’s possible when the industry comes together with a shared goal – to deliver amazing visitor experiences and showcase the magic of road travel across Australia.” 

Members of our marketing team will travel to Darwin for the Brolga Awards Dinner on 8 November. 

A heartfelt thank you to Tourism NT, Tourism Top End, Tourism Central Australia, Caravanning NT, the Northern Territory Government and every partner who contributed to the campaign’s success.