Worlds Apart

Tourism Northern Territory

Niche, Photography, Brand Partnership

Brief

To visually introduce the Northern Territory to photography enthusiasts.

Solution

Keene engaged a leading photography magazine and well-respected camera manufacturer, Nikon, in an integrated campaign dubbed ‘Worlds Apart’. The seven-month campaign played on the Aussie/English rivalry challenging two pro-photographers, one based in the UK and the other in Australia, to take a series of photographs under three themes – landscapes, portraits and wildlife – on Nikon kit.

Readers were encouraged to upload their own images under the themes, the winner of the best shot scooping a photographic journey to the Territory including tuition with a pro photographer and Nikon equipment.

Result

Exposure included 26-pages of photo-led editorial, online image galleries and online ads delivering 1 million impressions.

Our other case studies