The Northern Territory – Maintaining the Mojo

The Pavillion’ at Darling Park Towers in Sydney, was the venue for George Negus to host a Tourism NT launch of the findings from a recent Newspoll Survey, also sharing his own Territory stories during the launch.

Tourism NT has continued to build its “Share Our Story” brand during into 2008, with a series of campaigns aimed at ‘Spirited Travellers’, their core target market, both domestically and worldwide. These travellers share a state of mind rather than a geographical location, having common motivations and values.

As part of the strategy behind the ‘Share Our Story’ brand, the survey findings were used to both highlight some interesting facts about Aussie travellers, and to show how Northern Territory destinations can provide a life-changing and memorable holiday for these travellers.

One of the ways to make you feel that you have really had a holiday is to create a long-lasting ‘Holiday Mojo’ after the holiday is over. Another marvellous modern-day term (that will no doubt end up in the Macquarie dictionary if it ain’t there already), your ‘Holiday Mojo’ is “that feeling of inner calm and vitality you experience after a truly rewarding holiday”.

Negus has an up close and personal association with the Northern Territory, and warned us on a couple of occasions that he could “wax lyrical” about the territory, having had many family holidays there, and many good mojos afterwards.

Negus introduced a series of guest speakers who all subscribed to the theory that a holiday in the Northern Territory helps you keep your ‘Holiday Mojo’ for longer, after you return to the daily grind.

The proposition is that a holiday in the Northern Territory can provide a way to er, sorry – just have to say it… ‘Maintain the Mojo’!

As someone who could fit into a couple of the Northern Territory market segments, (mainly ‘ready, set, adventure’) I have been thinking about seeing much more of Oz, rather than the usual overseas trips, and hearing all the testimonials has not only underlined this thought pattern, it has focused me specifically on the Northern Territory.

It started when I realised I had at least some similar thoughts to George (good or bad – I’m not sure!).  Returning home after a stint living in the UK some years ago, I mused on the effect of transplanting some ‘whinging Aussies’ to live, work and survive in the UK/Europe for a period of time in order to provide ‘em a better perspective on life – wondering how many would return for the better, a sort of reverse-convict experience!

George then hit us with two observations.  He said “The Territory is an overseas holiday without going overseas” and also went on to say that sending people to the Northern Territory could change their perspective on life.  Here was I for all these years wondering how to ship ‘em out and the answer is send ‘em to the Territory…

This theme was developed throughout the launch. The Northern Territory’s Minister for Tourism, Kon Vatskalis said that now more than ever Australian travellers are looking for an invigorating holiday experience that lasts longer and provides them with a break from the ordinary.

“Australians have identified the Northern Territory as being the most inspirational, spiritual, life changing, unique and adventurous holiday destination in Australia” (based on Roy Morgan Research 2007).

Vatskalis went on to say “The Territory is an ideal destination to totally switch off, re-energise and feel reconnected.

Why is this so important? According to the Newspoll Survey, within one week of returning  home, a staggering 80 per cent of Australians feel like they’ve never had a holiday.

The results show that the vast majority of Aussie travellers want a holiday to get away from it all and more than four in five are seeking a holiday destination that allows them to switch off and feel reconnected.

The Newspoll survey was commissioned by Tourism NT to further understand what Aussies want from their holidays and whether they keep their ‘holiday mojo’ once they return to the real world.

Kate James, life coach and Director of Total Balance Group also spoke at the launch. “One reason for people losing their ‘holiday mojo’ so quickly is because they undertake a holiday which doesn’t fulfil them personally. People should consider destinations that offer interactive holiday experiences such as, being outdoors and in wide open spaces. This can assist in helping people feel revitalised and reconnected on return.

“Australians are on the right track to enjoying a lasting ‘holiday mojo’ if during their holiday they take some time for personal reflection, try to do something different from their day to day lives and don’t try to cram too much in.”

The research also reveals 75 per cent of Aussie travellers are seeking an experience that stimulates their mind, body and spirit. But rather than fulfilling this need, more than one in four Australians admit they cram too much into their holidays.

Sam Riley, one of Australia’s greatest ever female swimmers spoke of her experiences travelling from Alice Springs to Darwin on the Ghan and how it profoundly affected her.

Each speech ended up sounding rather like a testimonial, with phrases including:

“It’s multi-culturalism in your face, every day.”

“A place to reflect, plan what you want to do with your life.”

“We stayed for a couple of months, and 16 years later….”

“Haven’t seen so many stars in over 30 years.”

“The colours and views are unbelievable.”

All agreed that it was the tangibles that hit you in the face, such as the amazing feeling of antiquity, the passage of time reflected in the landscape, the aboriginal culture – and what indigenous and non-indigenous peoples can learn from one another.  All loved the place and wanted to return for another dose.

In short, a place like no other, where you can gain a new perspective on life through an active travel experience.  So I’ll now certainly be moving the Northern Territory out of the ‘I’ll do it later’ box!

Hmmm! I’ve always wanted an extended Mojo experience…..

A Report by The Mole