NT convention bureau undergoes rebrand

Northern Territory bureau unveils new moniker to better engage international business events planners.

Following a recent Tourism NT Brand Review, the Northern Territory Government’s dedicated business events unit, the NT Convention Bureau, will be rebranded to Northern Territory Business Events.

Research undertaken in domestic and international markets suggested that association, corporate and trade planners will often search for terms such as ‘conferences’ and ‘business events’, when seeking information on potential destinations.

Commenting on the rebrand, Rebecca McCaig, director of Northern Territory Business Events, says: “With digital channels now playing such a key role in destination research, we have identified that by incorporating ‘business events’ into our name, we will increase online engagement leading to an enhanced level of client interaction.”

While the formal launch of the rebrand will take place at the 2020 Asia-Pacific Incentives and Meetings Event (AIME) in Melbourne in February, the new name will be rolled out progressively from mid-September onwards.


The new title comes as Tourism NT releases a new campaign, ‘Different in every sense’, which promotes the Northern Territory as a destination unlike any other on earth, where delegates can unplug from hectic, every day routines in order to achieve positive outcomes relevant to their business event.

The new brand campaign, which features a refreshed Tourism NT logo, will be rolled out across leisure and the business events markets.