100 notable Northern Territorian figures and celebrities were given Akubra hats at a large launch event. They then passed the hat on to a person of their choosing to start 100 separate hat chains. The hats were passed between NT residents or ex-residents only – both famous and not so well known. Each hat wearer contributed and uploaded a ‘yak’ and short synoposis of themselves onto our online hub.

They were asked:
“If you had one story that would encourage people to come to the Northern Territory, what would that story be?”

Their answers to this question would tell of the real Northern Territory and were held in a central online hub where people would be encouraged to vote on them for their own chance of winning the ultimate NT holiday experience, as well as having the town of Katherine temporarily re-named in their honour. You were also able to place and follow virtual hats on our online map.

We filmed key participants and photographed them to bring their stories to life, with the goal of compiling them into a coffee table book and creating online video content. We also structured special travel packages around the most popular stories.

The initiative is still running today – 2015.