$1m barra campaign gets publicity, says Tourism NT

By ERWIN CHLANDA
 
All five of the $10,000 barras caught so far have been caught by people living in the Northern Territory but that shouldn’t detract from results the campaign is having, says Tourism NT.
 
The campaign has attracted more than 38,000 registrations and 160,000 clicks to the website, says a spokeswoman. More than 12,000 registrations are from the Territory, more than 300 from overseas and more than 26,000 from interstate.
 
The spokeswoman says more than 22 million people have been exposed to the campaign through media coverage, including a feature in the NT News (circulating mostly in Darwin, see above).
 
“This figure is conservative as it hasn’t taken in to account global press received and doesn’t include coverage that has featured on fishing programs such as Fishing Australia and Al McGlashan’s Fish’n With Mates on 7mate, says the spokeswoman.
 
“Nationally, we’ve received extensive coverage on broadcast programs such as the Today show and Studio 10, coverage across Channel Nine news national and Fox Sports, editorial through The Australian, The Advertiser, Courier Mail and Sunday Mail.
 
“We have also had social media promotion through the likes of Matt Hayden and Mark Beretta who themselves have a strong reach on their social platforms. This is all promotion and awareness for the Northern Territory as a holiday destination,” says the spokeswoman.
 
Tourism NT CEO Tony Mayell (pictured) says: “The Million Dollar Fish campaign will not only attract more tourists to the Territory but is having strong flow-on effects for local business such as tackle shops and fishing operators.
 
“A survey of local industry is underway and early results show that local fishing operators and local businesses have experienced a spike in business compared to previous years.
 
“Further anecdotal feedback from local businesses suggest that the Million Dollar Fish has created a real ‘buzz’ for the Top End, with locals and visitors alike talking about the opportunity and where the best places are to fish.
 
“Tourism Top End reported that it has received a number of enquiries from interstaters who are considering coming to the Territory to try and hook the big one.”
 
CrownBet, which provides the prize money, is getting extensive media coverage and logo placement on the Million Dollar Fish website and other campaign materials, says the spokeswoman.
 
Tourism NT has allocated $550,000 to cover marketing activities undertaken by Tourism NT and facilitation of the competition requirements such as tag and release.
 
The fishing market makes up 40,000 interstate and 40,000 overnight intra-territory visitors a year.