Blog challenge 40/99: Boundless Possible - our thoughts

The Northern Territory has launched a new master brand, ‘the Territory, Boundless Possible’, to encourage people to invest, do business, work and live in the NT.

In its first work since winning the $1.5m account in February, Sydney creative agency, The Royals, has partnered with local design firm Boab, creating the new branding with the aim of attracting more people to the region and debunk the perception that the state lacks opportunity and is isolated.

Andrew Siwka, managing partner at The Royals, said in a statement: “The Territory, Boundless Possible’ perfectly describes the Territory as a place where anything is possible and we’re confident it will have the desired impact of attracting people, jobs and economic growth to the region over the next two years and beyond.”

The campaign will see local residents tell their stories through long-form stories, short films and in print. Later in the year, the campaign will then be rolled out across other states. NT Chief Minister Michael Gunner has backed this new branding by offering cash incentives for certain professionals to relocate their family to the Northern Territory. The cash incentive is limited to selected professionals and trades people. 

Our thoughts: We like it - albeit, incorrect grammar - Boundless Possible'. We prefer Boundless Possibilities. All that aside, we, the people of the NT needed to see some progress from the NT Government. We like the branding, we like the stories that will be told and the approach. Just how much money is the NTG throwing at this though? To gain beneficial penetration into the other states, this campaign needs some serious dollars injected into it and an approach that speaks directly to the candidates that we want to attract to this great place of ours.

Offering cash incentives is a great idea. Money talks and is a sizeable expense when relocating a family. It's a difficult task to brush off the 'wild west' perception of the NT to southerners - at least this is the first step. Let's see where it takes us. Thanks for reading.