Territory identity built on inclusion

TERRITORIANS have determined the Northern Territory is more than just a place filled with “crocodiles, red dirt and blokes with beer”, according to the people creating the master brand.

In February, the NT News revealed the NT Government had committed $1.5 million to Victorian company the Royals Place Brand Consortium to identify the Territory’s brand.

The purpose is to deliver a one-of-a-kind brand and strategy for the NT that will have every Territorian talking up the Territory in the same way.

Brand strategist Todd Babiak has since interviewed more than 50 people to find out what the NT is really about. So far, most of the responses have been about a place of opportunity, friendship and reinvention.

“When you get down to why people chose to come to the NT, or chose to stay, you hear wonderful stories about a place that is constantly reinventing itself,” Mr Babiak said.

“You welcome people in overnight. As soon as you commit to being a Territorian, you are one, and you’re a place for people who felt like they didn’t fit in somewhere else.”

Mr Babiak, who is originally from Canada, said his foreign- er status meant he could see the uniqueness of a place. He said the NT was truly multicultural and a place where everyone was equal.

“Your last name doesn’t matter here. The Chief Minister and someone who works on the road can line up behind each other for Mary’s laksa,” he said. “You have people from all over the world actually mixing, not just staying in pockets, staying with their people.

“All of that is really special and most people seem to have the real drive and passion to be advocates for the Territory.”

In February, Royals managing partner Andrew Siwka said brand presentation affected everything. “When you get this right, it invades elements from immigration to building business to exports and imports to external investment within a location. Tourism is definitely a key stakeholder but it’s so much more,” he said.

“Your last name doesn’t matter here” BRAND STRATEGIST TODD BABIAK