CANBERRA, Aug. 21 (Xinhua) -- Australia's Northern Territory (NT) has distanced itself from the "hot, dry and masculine" image inspired by the popular film Crocodile Dundee.
NT Chief Minister Michael Gunner unveiled the territory's new branding strategy on Monday night with the goal of awakening "dormant Territorians".
The new strategy comes with the new tagline, The Territory, Boundless Possible.
Gunner said the tag line was deliberately jarring.
"I know the Territory story is about diversity, is our shared history. It's not an ambition to be diverse, we are diverse," he told reporters in Darwin on Monday night.
"We have a wonderful, fantastic, diverse history here but we don't go out and sell that. We haven't told our story. And you have to tell it."
Gunner was optimistic that the strategy would counter the NT's stalling migration rate.
A Victorian creative company the Royals Place Brand Consortium partnered with a research company McGregor Tan to develop the strategy.
According to McGregor Tan, many believed that the NT had failed to develop beyond the "isolated, hot, dry, tough and masculine" image depicted by Crocodile Dundee in 1986.
Respondents from interstate also believed the NT was "racist" and "full of crime".
McGregor Tan identified 2.8 million Australians who were willing to move the NT.
The prototypical person willing to move to the region was aged between 25-45 years who were looking to move away from stagnating careers for new opportunity.
