There's something in the water in Australia's Northern Territory a.k.a. the NT.

If you've ever had the pleasure of reading the always-entertaining NT News, or checked out the "fun" tourist activities on offer, you've probably figured out that Territorians have more of a rough (and sweary) vibe than other Australians.

Now, a new tourism campaign called "CU in the NT" has made that fact plainly obvious.

Created by a group called NT Official, there's no prizes for guessing what swear word the campaign is alluding to.

The NT Official website is selling shirts and singlets bearing the cheeky slogan.

Image: nt official

The "CU in the NT" Facebook and Instagram page is all about encouraging people to visit the top end. There's a wealth of gorgeous places to check out, after all.

A photo posted by CU in the NT (@cuinnt) on Nov 6, 2016 at 2:45am PST

A photo posted by CU in the NT (@cuinnt) on Nov 6, 2016 at 1:46am PST

While we'd love to say this is a government tourism project, it's actually an "independent underground campaign" targeted at young people. Its typography and logos are satirised versions of the official NT Tourism look and feel.

"We are a fronted by a guerrilla group of people with the aim of promoting travel awareness to the Northern Territory region," a spokesperson from NT Official said in an emailed statement.

"We want people to recognise that if they want to go to the NT they shouldn't hesitate. They should just go and tell their friends to 'CU in the NT!'"

Got your attention at least, didn't it?