Vouchers - Northern Territory

Tourism NT used Passcreator to issue $200 tourism vouchers as mobile wallet passes, enabling easy redemption across channels and driving rapid uptake with all vouchers claimed on day one.

The Northern Territory

The Northern Territory (NT) is a territory in Australia famed for its outback landscapes, amazing wildlife, ancient culture and friendly locals. In the Red Centre lies the iconic sandstone monolith Uluru (Ayers Rock), the red-rock domes of Kata Tjuta (The Olgas) and the sculpted cliffs of Kings Canyon. In the northern ‘Top End’ you can find the world-famous Kakadu National Park and the modern, tropical capital city of Darwin.

Tourism NT

Tourism NT is the NT Government agency responsible for marketing the Northern Territory as a desirable visitor destination, and for the sustainable growth of the tourism industry. The agency develops marketing campaigns that promote the Northern Territory as a unique and must-visit holiday destination.

The project

To limit the economic impact of bushfires and the coronavirus outbreak, in July 2020 the NT Government launched a voucher scheme that encouraged locals to explore their own backyard and support Territory tourism businesses until the borders could be safely reopened to visitors.

Over 26,000 vouchers worth $200 were made available for Territorians to put towards a tourism experience, so long as they matched the spend with their own money.

The $5.2 million voucher initiative was supported by a marketing campaign “Never have I ever…” that encouraged residents to book an experience they’d never got around to enjoying for themselves.

Tourism NT built an integration with Passcreator that created a wallet pass for every voucher registrant. Users were able to redeem the pass either in person, online or over the phone to claim their $200 discount.

The response was amazing, with all vouchers being claimed on the first day of the campaign.