Top end, top speed, top tourist destination?

The Northern Territory government's review of the open-speed limit trial has commenced in earnest.

Now concluded, the trial was held on the Stuart Highway over the past 12 months. During that time the NT government has collected data related to vehicles by type and speed, law enforcement operations and any applicable crash data.

"It was pleasing to see that Territorians have acted responsibly with the open speed limits trial. A review process will now be undertaken so Government can assess all facets of the trial," said Matt Conlan, NT Minister for Transport.

"The Territory Government will wait to see the review before we make any decisions about making the open speed limit zones permanent or looking at other locations for open speed limits."

In February last year the NT government's Department of Transport opened up an unlimited section of the Stuart Highway for drivers to take their cars well beyond the normal open-road limits. The section measured 204km, running between a point 37km south of Barrow Creek and another point 10km north of Alice Springs. A subsequent 72km extension was incorporated in the trial.

During the course of the trial, a well-known UK TV production crew arrived in the Territory to film an episode of their light entertainment series revolving around cars and motoring.

This episode is due to air this week in Australia and Britain, with the Territory's Minister for Tourism Adam Giles – also Chief Minister – describing the broadcast as "a chance to show off the Territory on an international stage."

While the TV show in question is produced in the UK, it offers what the minister said is "unparalleled international reach."

The global audience of 350 million people in 200 countries is cumulatively worth the equivalent of $18 million worth of advertising for every 10 minutes of broadcast time. But it's the British market that represents the biggest bang for buck. Tourists from the UK outnumber NT visitors from any other international market.

"This is part of an innovative international PR strategy whereby Tourism NT is looking to partner with non-travel media to put the NT in front of new audiences, positioning the NT as an active and adventurous destination," Giles said. 

"Tourism NT will maximise the exposure with a UK based social media strategy and domestic advertising campaign to promote not just watching the action on TV, but actually coming to 'Do the NT'."