Chief Minister and Tourism Minister Adam Giles said as part of the take-over, a giant outback pub called ‘The Waterhole’ will be set up in the centre of the city to encourage Melburnians to Do the NT.
“There is no doubt the Northern Territory is one of Australia’s iconic destinations that is on many Australians’ bucket lists to visit one day,” he said.
“This major event at Federation Square is about convincing Aussies that it’s about time they do the NT today and finally tick off that bucket list.
“It’s an aggressive marketing strategy that will literally put our Northern Territory tourism products and experiences ‘in the faces’ of Victorians.
“Visitors will get a feel for what a holiday in the Northern Territory is like with Samsung Virtual Reality headsets on hand to take viewers on a journey through the NT’s spectacular scenery at Kakadu and Katherine.”
Mr Giles said the Federation Square event will showcase the Northern Territory as a holiday like nowhere else and help boost visitor numbers for the coming year.
“Federation Square will be transformed into a ‘mini Northern Territory’ complete with camels, baby crocodiles and a typical outback pub,” he said.
“The two-day pop-up in the heart of Melbourne’s CBD will also give visitors a taste of the Territory’s unique food and wine offerings including mango ice-cream, barramundi, camel, crocodile and bush tucker.”
Mr Giles said visitors will also become acquainted with our growing indie music scene with Top End band ‘At the Dakota’ and NT artists Dave Crowe and Andrew Langford playing a free concert at the Federation Square pop-up from 6.30pm to 9pm on Friday 1 April.
“Also attending the event will be 11 NT operators from the Top End to the Red Centre who will showcase their travel packages, tours, and accommodation and holiday deals direct to potential holiday makers,” Mr Giles said.
“Our tourism operators are our best salespeople and it’s great to see so much support for this event.”
The event will be leveraged across social media with the public encouraged to post pics of their CBD Territory experience on Instagram.
An outdoor giant digital billboard above the iconic Young & Jackson’s building near Federation Square will be used to promote the Outback Pub Northern Territory pop-up event as well as Jetstar sale fares to Uluru and Darwin.
The Federation Square event will also promote Season 2 of the Million Dollar Fish competition by encouraging the public to enter a competition to win the ultimate NT holiday, which includes a barramundi fishing adventure in the Top End.
The Outback Pub Waterhole pop-up event at Federation Square is free and runs from 8am to 9pm on Friday 1 April and 9.30am to 3pm Saturday 2 April.
The Northern Territory received 551,000 domestic holiday visitors in 2015, up 29 per cent on the previous 12 months. Domestic holiday visitors to the Northern Territory spent $596 million, up 7.8 per cent on the previous 12 months.
“The Federation Square event is part of the Territory Government’s plan to drive the development of North Australia and build a $2.2 billion visitor economy by 2020,” Mr Giles said.
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