The strategy behind the brand

The rest of the insurance and banking market in the Territory is ho-hum, demonstrating no real appreciation that the Territory is unique.

Cyclone watches, outback driving, monsoonal rain, crocodile-infested rivers...they’re all part of a horror movie to them, not just a part of life.

As a local, TIO understands the difference.

As a local, TIO has a commitment to the Territory.

And as a local, TIO understands the Territory way.

This strategy is based on the premise that understanding the Territory way is a good thing for TIO. It truly resonates with Territorians and demonstrates this by:

• positioning TIO as an iconic Territorian, owned and run by Territorians whose hearts are here in the Territory;
• understanding the Territory psyche that there is a uniquely ‘Territorian’ way of doing things
• leveraging new marketing environments and techniques such as SMS, MMS, viral marketing, blogging and culture jamming because Territorians embrace new and exciting ways of doing things
• being cheeky and fun, just like Territorians
• positioning TIO as essentially a “passport” to becoming a Territorian
• giving people the opportunity to overlay the brand with their own personality so they can own a part of it: “my way is the Territory way”.

The Territory way brand captures the essence of the Territory spirit. It gains its strength from understanding how Territorians think and feel.

It 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 stand alone and look the world in the eye.

It is aimed at local people and new Territorians who want to be part of the Territory way.

It implies value to the customer based on its understanding of them and how they feel.