In addition to Tourism NT, we have worked with Northern Territory Major Events Company since 2016 to handle all publicity for the annual Aboriginal light festival in Alice Springs, Parrtjima – A Festival in Light.
Held over 10 nights, Parrtjima is the only Aboriginal light festival of its kind, celebrating Central Australian art and culture with mesmerising light installations, the illumination of 2km of the West MacDonnell Ranges, live performances, interactive workshops, talks and more.
The event is now a key drawcard for tourists, with our PR campaigns acknowledged as key drivers in securing attendance, positive sentiment locally and nationally, and funding.
This year, our publicity and media familiarisation campaign was instrumental in attracting more visitors to Alice Springs for the event than ever before, with visitation up 113.8% up from 2020 and more than 23,200 attendances and an economic boost of $10 million to the NT. Overall, our PR campaign was incredibly successful, generating 500 pieces of coverage and a potential audience of 21 million.