Flying over the Outback, for hours without the landscape appearing to change, is a strangely daunting experience. It emphasises the size, but obscures the magic at ground level. To promote driving holidays through the stunning diversity of the NT, from the Red Centre to the green Top End, the promotion enlisted Peter Brock - an icon of Australian Motor Sport - to drive with his wife Bev, from Uluru to Darwin via Alice Springs, for a 7-day drive across the NT. The promotion attracted significant media coverage in national press, magazines and a national radio network that took daily ffeds from Peter Brock himself. On the microsite (that sat over the "Explore the NT" website also produced by Tribal DDB Sydney), an interactive map tracked the Brocks' progress with a summary of the spectacular landmarks surrounding each stretch of road. Stunning daily photographs (taken by Tribal's support crew) captured the scenery and action. These were sent via satellite ISDN modem, directly to the website. To win prizes, users had to answer questions about the Brocks' journey.Objectives: Build a database of known visitors to the NT and potential visitors. Convert "interest" to "action" by facilitating contact between operators and site visitors. Initiate a dialogue with interested users. Create a landmark campaign employing technologies to overcome distance. Engage a mature (50+) time-rich audience with a propensity to seek driving holidays and with a propensity to research holiday options online. Create a promotion with potential to generate national publicity.Target Group: The promotion had to appeal to an older demographic with a propensity to be interested in driving holidays. It needed to communicate a message built on safe and responsible driving. Although a retired racing-car driver, Peter Brock was the idea figurehead, as he was synonymous with "safe-driving" campaigns since retiring as the most successful Touring Car driver in Australian Motor Sport history.