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Focus
- Reflects the spirit of the Territory. It is an attitude rather than an individual.
- It is a feeling that comes from having the courage to look the world in the eye – to stare down challenges and meet them head on.
Key audiences
- Long-term Territorians
- New Territorians who want to be part of the Territory way.
Attitude
- reflection of how we see ourselves
- sharing, heroic, bold
- family/community
- balanced relationship with customer.
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Tone
- Always positive (not negative)
- colourful, happy and bright
- mix of young and mature, new and old
- engaging
- confident and a little brash
- ready for anything.
Themes that emerge
- Invites participation. Can be quirky, cheeky and fun.
- Being a Territorian is not about where you were born but where your heart is.
Advantages
- Flexible. Works across all parts of the TIO business.
- Makes an emotional connection with Territorians
- Makes a connection with those who want to be regarded as Territorians.
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