Published on : Friday, May 9, 2014
The recent Royal visit to Uluru has seen a jump in interest in the Northern Territory from potential holiday makers, following extensive media exposure around the world.
“The global interest in Uluru and the Northern Territory during the Duke and Duchess’ visit two weeks ago was just extraordinary,” said Minister for Tourism Matt Conlan.
“The media exposure generated around Australia and the world was priceless.
“The pictures of Prince William and his wife Kate following in the footsteps of Princess Diana and Prince Charles 30 years ago and experiencing Uluru were something money cannot buy and will remain iconic images for years to come.
“This promotion has the potential to inject millions of dollars into our economy by helping to boost visitors to the Territory, especially from the United Kingdom which is one of our key markets.
“Around 100 media representatives from over forty outlets attended the Northern Territory program of events resulting in millions of viewers and readers around the world watching and admiring our breathtaking landscapes and rich culture.
“During the trip, Tourism NT’s consumer website, www.travelnt.comsaw a 31 per cent growth in visitors, with a whopping 56 per cent growth to Uluru pages on the site.
“Uluru was also the third top trending topic on social media on the day of the Royal visit while the owners of Longitude 131, reported massive spikes in their web traffic with up to 250 clicks per second, at times challenging their server’s capacity.
“Ayers Rock Resort and Parks Australia websites also reported similar high activity.
“A special campaign with Flight Centre during the week encouraging Australian residents and overseas visitors to follow in the Royals footsteps and ‘Do as the Royals do – Do the NT’ also attracted strong interest.
“The six-day $200,000 campaign resulted in a year-on-year 53% increase in room nights and 68% increase in passenger bookings to the Northern Territory.
“Other highlights included; the UK’s The Telegraph newspaper reported on the visit with six individual articles averaging 544,000 readers a day and The Daily Mail ran three articles on the same day with an average of over 1.7 million readers per day, a live broadcast on Channel 9’s the Today show and thousands of likes, comments, shares and retweets on social media.
Source:- Tourism NT
Tags: Royal Visit, Tourism NT
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