Published on : Monday, February 2, 2015
The Northern Territory will be showcased to a potential global audience of 350 million people in 200 countries with Top Gear’s Top End special premiering in the UK and Australia this week.
“Monday’s premiere screening of Top Gear’s Top End adventure in the UK is a chance to show off the Territory on an international stage,” Mr Giles said.
“Top Gear is a show with unparalleled international reach and we estimated that every 10 mins of exposure provided by this dedicated NT episode is worth the equivalent of $18 million in paid advertising.”
Top Gear filmed in the NT in three high performance cars – a yellow Bentley Continental, a Nissan GTR and a BMW M6 grand coupe – over 10 days, enjoying a quintessential Australian experience complete with camping, cattle and crocodiles.
“I’d like to thank the Transport Department and Tourism NT for their efforts in organising the Top Gear shoot. I’d also like to give credit to my predecessor in the Tourism Portfolio Matt Conlan who helped secure this coup for the Territory,“ Mr Giles said
In addition to its 350 million viewers worldwide, the Top Gear Facebook page has more than 13 million followers and the program’s website has more than a million unique page impressions every month. The Top Gear magazine is also one of the world’s best read men’s magazine titles.
“It was an honour to host Top Gear’s three popular presenters – Jeremy Clarkson, Richard Hammond and James May – here last October. I know they thoroughly enjoyed their outback experience and I’m sure they’ll be fantastic Ambassadors for the Territory as an adventure destination,” Minister Conlan said.
The Territory Government facilitated the Top Gear visit by providing logistical and planning assistance including organising road closures for filming. The Government has also planned a $40,000 tourism marketing campaign to leverage off the broadcast.
“This is part of an innovative international PR strategy whereby Tourism NT is looking to partner with non-travel media to put the NT in front of new audiences, positioning the NT as an active and adventurous destination,” Mr Giles said.
“Tourism NT will maximise the exposure with a UK based social media strategy and domestic advertising campaign to promote not just watching the action on TV, but actually coming to ‘Do the NT’.”
The UK has consistently been the NT’s number one international source market with a market share of nearly 10 per cent of the Australian holiday market.
Self-drive tourism has been a major focus in the UK market for the past year and securing this program builds on the ongoing Explorers Way self-drive campaign.
The NT episode of Top Gear will be aired tomorrow in the UK on BBC Two and in Australia on Foxtel (BBC Knowledge).
Tags: Northern Territory, Top Gear
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