NT’s ‘Boundless Possible’ slogan set for marketing makeover in secret plan revealed in FOI documents

The Northern Territory’s official slogan could be changed to “We Are The Territory” after taxpayer-funded research found the current “Boundless Possible” tagline has left locals uninspired, confused and, in some cases, furious.

But despite spending more than $130,000 on the rebranding efforts, the government has kept a recommended new catchphrase secret for more than a year.

The marketing makeover only emerged after the ABC obtained internal government documents detailing the results of brand testing with focus groups and influencers last year.

The Boundless Possible slogan has been the subject of much ridicule since it was first unveiled in 2018 as part of a broader $1.5 million brand “narrative” designed to entice new residents to the region at a time when the population was declining.

The government had hoped that Territorians would act as “ambassadors” of the campaign, but instead many simply mocked the grammatically flawed catchphrase.

The cash-strapped government’s decision to subsequently spend $400,000 on a one-minute Boundless Possible television commercial during the AFL grand final in 2018 also attracted significant criticism.

Michael Gunner launched the new slogan in 2018.(ABC News: Mitchell Woolnough)

“The only thing that this government showed the rest of the country is that their ability to manage the books is boundlessly incompetent,” NT Opposition Leader Lia Finocchario said at the time.

FOI documents reveal $138,000 rebranding exercise

The newly-obtained internal documents — released as part of a Freedom of Information request — reveal the government asked advertising agencies to develop a refreshed brand identity in late 2020.

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