Pippa Middleton's NT honeymoon a boost for tourism
COVERAGE of celebrity couple Pippa Middleton and James Matthews honeymooning in the Territory reached 16 million people globally through media coverage, TourismNT figures show.
This represented almost $1 million in advertising in Australia where the visit reached nearly six million people.
TourismNT chief executive officer Alastair Shields said the visit would boost the Territory's profile in the key UK market. The visit comes on the back of new figures released by Tourism Research Australia which showed a 6% increase in international tourists taking in the Territory.
"Pippa's arrival in the NT was a real treat and a wonderfully unexpected endorsement of our appeal to international travellers," Mr Shields said.
"The UK is the NT's number one international source market for visitors, with an estimated value of $65 million per annum to the Northern Territory.
"There is a strong awareness of the NT in the market and we have a high destination appeal among UK holiday intenders."
Mr Shields said global coverage with articles featuring Territory destinations appeared in international publications including Hello Magazine and Travel and Leisure.
"These publications have a combined reach of more than 10 million readers," he said.
"In the UK, The Telegraph, Daily Mail and The Sun have all featured Pippa in the NT, and US online publications of People and Vogue also ran online stories featuring the honeymooners Territory adventure."
Mr Shields said the media coverage within Australia had an audience of 5,837,621, equating to a total advertisement space value of $959,281.
High-profile individuals and celebrities can enhance the awareness of a destination through social and traditional media coverage, with tourism marketing campaigns often using well-known people to inspire consumers to visit.
Recently the Outback Wrangler, Matt Wright, joined Tourism Australia's ambassador network to raise the NT's profile.
Ms Middleton and Mr Matthews' visit comes amid the release of the latest International Visitor Survey which revealed 298,000 tourists had visited the Territory in the past year - an increase of 6%.