Tourism Australia’s National Experience Content Initiative (NECI)

Tourism Australia’s National Experience Content Initiative (NECI)

The National Experience Content Initiative (NECI) was a $12 Million initiative run by Tourism Australia. NECI was created with the goal of improving economic recovery and driving nationwide visitation. Several Southern Queensland Country Operators were selected to take part in the program and to grow their digital marketing library. They received high resolution images and a 60 second video showcasing their product. Southern Queensland Country Tourism also received a video collating all of the operators into one group video showcasing the region as a whole.

Where are the assets being used?

  • They are being used on TA’s, STO, RTO and operator websites, plus would be published on TA’s image and video library.
  • They are being used across TA’s new Destination Guides on Instagram and used for Facebook posts
  • Operator, STO & RTO social channels
  • PR for media to use.
  • They are being used across trade channels including: ATDW listings, V-Fair, digital or print brochures, travel trade

Still images from the shoot will be provided to RTO and participating members, with a minimum of 200 images per operator, 40 of these will be enhanced and retouched images per operator. All final selections made by Tourism Australia with a mixture of portrait and landscape orientation for use on websites and social media.

Video Footage has been supplied to the operator in Apple ProRes/Quicktime format (MOV). A one-minute edited video of the best footage to showcase what the operator has to offer and will feature an interview style voiceover (sample questions will be provided by TA).

If you have any questions regarding accessing your footage,