Dreamtime Travel, a member of the Central European Best of Travel Group, conducted a cooperative media/PR campaign in partnership with Tourism NT and the Sonntags Zeitung, one of two major Swiss weekend broadsheet newspapers with an influential travel section that conducted a competition and provided the opportunity for a family of four to win a two-week trip to the Northern Territory.

The newspaper published a full-page feature about the NT and the competition, inviting families to prepare and submit a creative story about why they prefer an outback adventurous holiday as opposed to a flop and drop, resort type experience.

More than 200 entries were received from which four families were selected and profiled in two subsequent editions of the newspaper, inviting readers to vote for the family they felt most deserving of winning the prize.

The travel experiences in the NT of the winning family were reported extensively back in Switzerland by a journalist who also travelled to the destination around the same time.

Dreamtime reported a marked increase in booking enquiries and conversion during and following the consumer promotion in the media.

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