Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
You might have seen or been listening in the news
and heard that the Aussie drama filmed in the Northern Territory.
Well it was released on Netflix last Thursday. The six
episode series called Territory, focuses on the fight for power
in the remote and unforgiving out back when the world's
largest cattle station is left without an air Now, in
(00:23):
less than a week, that series has hit number one
on Netflix, with Tourism NT launching a campaign to capitalize
on its success. Really wanting to lure people to the
Northern Territory, to the Outback, to everything that's wonderful here
in the NT. And joining us on the line to
tell us more is the Department of Tourism's Chief of Marketing,
(00:45):
Tony Kornb. Good morning to you.
Speaker 2 (00:47):
Tony, Good morning Katie.
Speaker 1 (00:49):
How are you? Yeah, really good, lovely to have you
on the show now, Maje. How has Territory been received?
It seems incredibly popular from what I can gather.
Speaker 2 (01:01):
Yeah, it's been received really well. We had high hopes
for it when we saw the original script and we
got the rundown of what the show would do. We're
really high hopes that it would resonate Australia wide, but
globally it seems to have really hit a key demographic.
One of the interesting things from the viewership is the
(01:24):
South American interest across many of the countries. In South America,
it went straight to number one and stayed there. Now,
whether that's because they're very much a sort of cowboy
cattle country as well or continent as well, I'm not sure,
but it's really good to see it's really connecting with people.
Speaker 1 (01:42):
Yeah, do you I mean, is it too soon to say? Tiny?
Could this be the next crop Dundee in terms of
catapulting the Northern territory into the spotlight.
Speaker 2 (01:52):
Well, that that's a high bar. We'd love to go
even even close to that, but that's a really high bar.
But yeah, we're hoping that will it will sort of
put us on the radar, but also show a different
side to what they may normally see from our normal promotions.
Speaker 1 (02:09):
Well, it looks like it, honestly, some of the scenery
and what you see, I've only watched like one and
a half episodes so far. I've got to get into
the rest address of it on the weekend. But you know,
some of the visuals of the Northern territory and what
you see it really shines the Northern territory in a
beautiful light.
Speaker 2 (02:28):
It does. And they went to some great places Kakadu, Litchfield,
out the Cahills Crossing. I mean there's some shots there
of the coastline from Dundee. They did shoot in Darwin,
although they don't that don't really show Darwin too much.
It's more meant to be in the outback. But they
do go to a lot of different locations around the
(02:50):
top end.
Speaker 1 (02:51):
So what kind of opportunities does this really create then?
From a tourism perspective, Well, you've.
Speaker 2 (02:58):
Got to look at Netflix's reach. It's two hundred and
seventy seven million subscribers worldwide, even sixty seven million in Australia,
and a forty million of those are on the paid
paid advertising subscriptions, so that means that they'll get our
ads during the actual show. So the potential is huge.
(03:21):
What we've got to do and through our campaign is
connect the destination with that interest from the show and
make sure they understand it's accessible and realistic holiday place
to visit.
Speaker 1 (03:34):
So how do you do that, Tony, how do you
try to get that message out?
Speaker 2 (03:39):
Well? We bring the destination to life, we start showing
people in those locations, we start profiling our operators so
they see that there's an easy way to book, an
easy way to get here and get around and to
actually experience the same sort of experiences that the show portrays.
So we've got some really great sort of outback experience
(04:02):
or products that we're showcasing through the campaign.
Speaker 1 (04:06):
I mean, one of the biggest criticisms that we hear
is how expensive it is to fly to the Northern Territory.
And also, you know sometimes those different experiences can be
quite quite costly. I mean, I've just come back from
New Zealand. It's expensive there as well. You know, a
lot of the time when you want to go on
those you know, those big sort of tours and things,
they are going to cost a bit more because you
(04:27):
want to make sure you're getting a great experience. But
you know, in terms of things like those, the airfare
costs is there. You know, is there work sort of
happening behind the scenes in that space.
Speaker 2 (04:40):
Yeah, there's a lot of work. It's been happening for
quite a while now. We work with the airports, the
airlines to really try and get those prices down, get
capacity up, and get competition on those routes, because that's
the key. If you've got competition, that keeps the price
is stable, and unfortunately we don't have the competition right now.
We are initiating a lot of different sort of campaigns
(05:03):
with the airlines, with aggregators such as webjed as well,
where we can showcase those cheaper prices that are much
further in the future and hopefully people jump on those
before they jump on the flight three weeks four weeks out,
which are going to be higher priced.
Speaker 1 (05:22):
Well, some of it's quite demand driven though as well,
isn't it like we've got It's a bit of a
catch twenty two in the sense said you know, to
get that competition, you've got to make sure that you've
actually got people coming here. So it can be difficult,
I would imagine in some ways juggling that it is.
Speaker 2 (05:36):
It is we've got some great demand, but of course
that demand happens all at one time over the peak season,
the winter season, because we're a very seasonal destination. It's
very hard then to keep that demand going through the summer,
which is why we need our internationals back because they
come the majority of they arrive during the summer months,
which when they arrive back to their full force pre
(05:59):
COVID numbers should really help balance that seasonality out again.
Speaker 1 (06:04):
Are we starting to see a bit of a pickup
in that international you know, tourism again, because you know,
even over the last few weeks I've sort of been
down at the war at different times and things like that,
they does feel like there's a lot more tourists around
again that.
Speaker 2 (06:19):
There are international is coming back. It's a bit slower
for the territory than it is for the rest of
the country, but you've got to realize, you know, the
first place they'll visit is of course the coastal main
entry areas, and then they'll start to filter back into
the regional areas, which obviously the NT is one of those.
So they are coming back in Prices obviously are a factor.
(06:43):
Higher prices right now globally reducing the amount of time
people are spending on holiday. So that means that maybe
not their first trip back to Australia, but maybe they're
second and third. They'll add on the Northern.
Speaker 1 (06:55):
Territory tiny in terms of you know, when you look
at previous success in terms of leveraging on screen productions
and things like that. Is there what have been some
good examples in the past.
Speaker 2 (07:09):
Well, obviously this isn't a new phenomenon. It's really increased
because of the amount of streaming content is now being produced,
so you increase the amount of productions globally, and of
course the amount of inspiration to travel from those productions
is going to increase. But I mean, you can go
back to the sound of Music in Europe was a
(07:31):
very early example. Our biggest one was obviously Crocodile Dundee,
but recently we've had top end Wedding that drove a
great increase to the top end seventeen percent after the
show we'd been released nationally, so we've had some really
good success. Bamrou God sorry Bamaru Barumbi Kids was another
(07:53):
example where we teamed up with Screen and Tea and
we've really hit that family market with some great content
and we've got a lot coming up as well. So
I'm really excited with the amount of screen content we've
got coming up and what we can do to leverage
that as well.
Speaker 1 (08:08):
Tony, were you surprised to see is hit number one
on Netflix so fast with territory.
Speaker 2 (08:14):
I think the speed, Yes, yeah, definitely, it just went
straight up there. I thought it might take a little
bit to permeate through for people to understand that the
show's on the channel, but it went straight straight in there.
Speaker 1 (08:26):
Yeah. Make a couple of big calls this morning. First off,
my crop done, d call. But also, I mean, is
it like Australia's version of Yellowstone? That's what some people
are saying.
Speaker 2 (08:35):
It could loosely be compared to Yellowstone. I think the
Cowboy aspects has got it. But you know, you can't
compare the Northern Territory to anywhere else in the world.
So I think the uniqueness of the location plus the
storyline sets it apart from Yellowstone in that way.
Speaker 1 (08:52):
Yeah. Oh, and like you watch it and it is
so territory, which I love. I think it's a wonderful
thing to see and you know, wonderful to see. It's
sort of skyrocket on Netflix. I hope it means that
we see a real influx of international students. I mean,
is there any sort of anything anecdotally at the moment
that would suggest I mean, I know it's only a week,
(09:14):
but that would suggest that that, you know, the interest
is picking up.
Speaker 2 (09:20):
It's too early to get any measures on that. Our
first sort of marker is a second series. We want
to hopefully hear from Netflix that has been so successful
for them that they want to do a second series,
because that's when we'll really get that connection with audiences.
Audiences sort of hold back getting too emotionally connected to
(09:42):
shows if they don't know there's going to be a continuation,
if there's going to be a second series. But as
soon as they know there's more content out there coming,
then they get it very much involved, and then we
can start talking to those audiences about traveling here.
Speaker 1 (09:56):
Look, I haven't hit the end of the series yet, Tiny,
but I've been to hold by our listeners. It's open
ended that it does seem as though there could be
a second series to come.
Speaker 2 (10:06):
We got a fingers crossed good stuff.
Speaker 1 (10:08):
Tony Corby, lovely to speak to you mate, have a
great
Speaker 2 (10:10):
Day, you t thank you
You might have seen or been listening in the news
and heard that the Aussie drama filmed in the Northern Territory.
Well it was released on Netflix last Thursday. The six
episode series called Territory, focuses on the fight for power
in the remote and unforgiving out back when the world's
largest cattle station is left without an air Now, in
(00:23):
less than a week, that series has hit number one
on Netflix, with Tourism NT launching a campaign to capitalize
on its success. Really wanting to lure people to the
Northern Territory, to the Outback, to everything that's wonderful here
in the NT. And joining us on the line to
tell us more is the Department of Tourism's Chief of Marketing,
(00:45):
Tony Kornb. Good morning to you.
Speaker 2 (00:47):
Tony, Good morning Katie.
Speaker 1 (00:49):
How are you? Yeah, really good, lovely to have you
on the show now, Maje. How has Territory been received?
It seems incredibly popular from what I can gather.
Speaker 2 (01:01):
Yeah, it's been received really well. We had high hopes
for it when we saw the original script and we
got the rundown of what the show would do. We're
really high hopes that it would resonate Australia wide, but
globally it seems to have really hit a key demographic.
One of the interesting things from the viewership is the
(01:24):
South American interest across many of the countries. In South America,
it went straight to number one and stayed there. Now,
whether that's because they're very much a sort of cowboy
cattle country as well or continent as well, I'm not sure,
but it's really good to see it's really connecting with people.
Speaker 1 (01:42):
Yeah, do you I mean, is it too soon to say? Tiny?
Could this be the next crop Dundee in terms of
catapulting the Northern territory into the spotlight.
Speaker 2 (01:52):
Well, that that's a high bar. We'd love to go
even even close to that, but that's a really high bar.
But yeah, we're hoping that will it will sort of
put us on the radar, but also show a different
side to what they may normally see from our normal promotions.
Speaker 1 (02:09):
Well, it looks like it, honestly, some of the scenery
and what you see, I've only watched like one and
a half episodes so far. I've got to get into
the rest address of it on the weekend. But you know,
some of the visuals of the Northern territory and what
you see it really shines the Northern territory in a
beautiful light.
Speaker 2 (02:28):
It does. And they went to some great places Kakadu, Litchfield,
out the Cahills Crossing. I mean there's some shots there
of the coastline from Dundee. They did shoot in Darwin,
although they don't that don't really show Darwin too much.
It's more meant to be in the outback. But they
do go to a lot of different locations around the
(02:50):
top end.
Speaker 1 (02:51):
So what kind of opportunities does this really create then?
From a tourism perspective, Well, you've.
Speaker 2 (02:58):
Got to look at Netflix's reach. It's two hundred and
seventy seven million subscribers worldwide, even sixty seven million in Australia,
and a forty million of those are on the paid
paid advertising subscriptions, so that means that they'll get our
ads during the actual show. So the potential is huge.
(03:21):
What we've got to do and through our campaign is
connect the destination with that interest from the show and
make sure they understand it's accessible and realistic holiday place
to visit.
Speaker 1 (03:34):
So how do you do that, Tony, how do you
try to get that message out?
Speaker 2 (03:39):
Well? We bring the destination to life, we start showing
people in those locations, we start profiling our operators so
they see that there's an easy way to book, an
easy way to get here and get around and to
actually experience the same sort of experiences that the show portrays.
So we've got some really great sort of outback experience
(04:02):
or products that we're showcasing through the campaign.
Speaker 1 (04:06):
I mean, one of the biggest criticisms that we hear
is how expensive it is to fly to the Northern Territory.
And also, you know sometimes those different experiences can be
quite quite costly. I mean, I've just come back from
New Zealand. It's expensive there as well. You know, a
lot of the time when you want to go on
those you know, those big sort of tours and things,
they are going to cost a bit more because you
(04:27):
want to make sure you're getting a great experience. But
you know, in terms of things like those, the airfare
costs is there. You know, is there work sort of
happening behind the scenes in that space.
Speaker 2 (04:40):
Yeah, there's a lot of work. It's been happening for
quite a while now. We work with the airports, the
airlines to really try and get those prices down, get
capacity up, and get competition on those routes, because that's
the key. If you've got competition, that keeps the price
is stable, and unfortunately we don't have the competition right now.
We are initiating a lot of different sort of campaigns
(05:03):
with the airlines, with aggregators such as webjed as well,
where we can showcase those cheaper prices that are much
further in the future and hopefully people jump on those
before they jump on the flight three weeks four weeks out,
which are going to be higher priced.
Speaker 1 (05:22):
Well, some of it's quite demand driven though as well,
isn't it like we've got It's a bit of a
catch twenty two in the sense said you know, to
get that competition, you've got to make sure that you've
actually got people coming here. So it can be difficult,
I would imagine in some ways juggling that it is.
Speaker 2 (05:36):
It is we've got some great demand, but of course
that demand happens all at one time over the peak season,
the winter season, because we're a very seasonal destination. It's
very hard then to keep that demand going through the summer,
which is why we need our internationals back because they
come the majority of they arrive during the summer months,
which when they arrive back to their full force pre
(05:59):
COVID numbers should really help balance that seasonality out again.
Speaker 1 (06:04):
Are we starting to see a bit of a pickup
in that international you know, tourism again, because you know,
even over the last few weeks I've sort of been
down at the war at different times and things like that,
they does feel like there's a lot more tourists around
again that.
Speaker 2 (06:19):
There are international is coming back. It's a bit slower
for the territory than it is for the rest of
the country, but you've got to realize, you know, the
first place they'll visit is of course the coastal main
entry areas, and then they'll start to filter back into
the regional areas, which obviously the NT is one of those.
So they are coming back in Prices obviously are a factor.
(06:43):
Higher prices right now globally reducing the amount of time
people are spending on holiday. So that means that maybe
not their first trip back to Australia, but maybe they're
second and third. They'll add on the Northern.
Speaker 1 (06:55):
Territory tiny in terms of you know, when you look
at previous success in terms of leveraging on screen productions
and things like that. Is there what have been some
good examples in the past.
Speaker 2 (07:09):
Well, obviously this isn't a new phenomenon. It's really increased
because of the amount of streaming content is now being produced,
so you increase the amount of productions globally, and of
course the amount of inspiration to travel from those productions
is going to increase. But I mean, you can go
back to the sound of Music in Europe was a
(07:31):
very early example. Our biggest one was obviously Crocodile Dundee,
but recently we've had top end Wedding that drove a
great increase to the top end seventeen percent after the
show we'd been released nationally, so we've had some really
good success. Bamrou God sorry Bamaru Barumbi Kids was another
(07:53):
example where we teamed up with Screen and Tea and
we've really hit that family market with some great content
and we've got a lot coming up as well. So
I'm really excited with the amount of screen content we've
got coming up and what we can do to leverage
that as well.
Speaker 1 (08:08):
Tony, were you surprised to see is hit number one
on Netflix so fast with territory.
Speaker 2 (08:14):
I think the speed, Yes, yeah, definitely, it just went
straight up there. I thought it might take a little
bit to permeate through for people to understand that the
show's on the channel, but it went straight straight in there.
Speaker 1 (08:26):
Yeah. Make a couple of big calls this morning. First off,
my crop done, d call. But also, I mean, is
it like Australia's version of Yellowstone? That's what some people
are saying.
Speaker 2 (08:35):
It could loosely be compared to Yellowstone. I think the
Cowboy aspects has got it. But you know, you can't
compare the Northern Territory to anywhere else in the world.
So I think the uniqueness of the location plus the
storyline sets it apart from Yellowstone in that way.
Speaker 1 (08:52):
Yeah. Oh, and like you watch it and it is
so territory, which I love. I think it's a wonderful
thing to see and you know, wonderful to see. It's
sort of skyrocket on Netflix. I hope it means that
we see a real influx of international students. I mean,
is there any sort of anything anecdotally at the moment
that would suggest I mean, I know it's only a week,
(09:14):
but that would suggest that that, you know, the interest
is picking up.
Speaker 2 (09:20):
It's too early to get any measures on that. Our
first sort of marker is a second series. We want
to hopefully hear from Netflix that has been so successful
for them that they want to do a second series,
because that's when we'll really get that connection with audiences.
Audiences sort of hold back getting too emotionally connected to
(09:42):
shows if they don't know there's going to be a continuation,
if there's going to be a second series. But as
soon as they know there's more content out there coming,
then they get it very much involved, and then we
can start talking to those audiences about traveling here.
Speaker 1 (09:56):
Look, I haven't hit the end of the series yet, Tiny,
but I've been to hold by our listeners. It's open
ended that it does seem as though there could be
a second series to come.
Speaker 2 (10:06):
We got a fingers crossed good stuff.
Speaker 1 (10:08):
Tony Corby, lovely to speak to you mate, have a
great
Speaker 2 (10:10):
Day, you t thank you
Popular Podcasts
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations.
Crime Junkie
If you can never get enough true crime... Congratulations, you’ve found your people.