Cricket Delivers Promotion Bonanza For NT

Published on : Thursday, December 5, 2013

tourism ntThe weekend’s Chairman’s XI cricket match against England in Alice Springs generated hundreds of thousands of dollars’ worth of media coverage for the Northern Territory.


“The global interest in Alice Springs and the Territory over the past week has just been phenomenal,” Minister for Tourism Matt Conlan said.


“Tourism NT estimates millions people around the world saw or read coverage of the event generating at least at least hundreds of thousands if not millions of dollars’ worth of exposure for the Northern Territory in just a few days which is extraordinary.


“More than 70 journalists from local, national and international media outlets spent the week in Central Australia with stories and photos on the game and lead-up activities appearing in newspapers and online news sites in Australia, the United Kingdom, New Zealand and India.


“But the real pot of gold in all this was the UK.


“The NT simply bowled over the Poms, from the travelling media to the England players to the Barmy Army their comments in British media, online and social media provided money-can’t-buy promotion for Northern Territory tourism.


“The players trip to Uluru for some rest and relaxation in particular generated extensive exposure for this important tourism attraction for the Territory, with many of England’s major media outlets reporting on the ‘mystic’ and ‘peaceful’ properties of the Rock.”


Some other highlights of the media coverage included:

·        A photo of England players swimming at Ellery Creek by Kevin Pietersen on Twitter to his 1.4 million followers

·        A photo of Stuart Broad at Uluru tweeted to his half a million Twitter followers with the caption ‘Had an amazing time’

·        Photos of Traeger Park with Alice Springs iconic MacDonnell Ranges in the background tweeted to England Cricket’s 250,000 followers

·        Headline in the Daily Mail declaring: ‘could trip to sacred Ayers Rock see England boomerang back in Adelaide’

·        Video of Billy the Trumpeter playing a didgeridoo appearing in British newspapers and tweeted to the Barmy Army’s 43,000 followers


Some of the British media that reported stories on the Territory included the Daily Mail, Daily Telegraph, the Independent, the Guardian, Daily Mirror, Evening Standard, the Sun, the BBC and Sky Sports.


“The Chairman’s XI match against England was about so much more than just cricket,” Mr Conlan said.

“With the United Kingdom our single most important overseas market with 35,000 visitors coming here last year and injecting $48 million into the NT economy – the impact these comments and coverage will have on our economy will be significant.


The installation of WiFi at Traeger Park by Tourism NT also proved to be a success, enabling further promotion of the Territory.


“The WiFi enabled the match to be live streamed in hi-definition on both Cricket Australia’s website and Tourism NT’s websites site) and   (international/UK site),” Mr Conlan said.


“The live stream on Cricket Australia’s website attracted almost 20,000 views and 336,000 minutes were watched by viewers who stayed on the live stream for an average of 17 minutes.


“More than 1,600 viewers watched the live stream on Tourism NT’s sites, which also included information about operators, attractions and things to do in Uluru, Alice Springs and Central Australia. More than half of all viewers went onto these other pages and links on the tourism website to learn more about holidays to the Territory which was a fantastic result.


“The Country Liberals Government has a strategy to turn around serious declines in visitor numbers to the NT that occurred under the previous Labor Government.


“We are delighted our hard work to bring international cricket to the Territory has put the spotlight on the NT, which is part of our Tourism Vision 2020. Our target is to grow the visitor economy in the Northern Territory to $2.2 billion by 2020 as measured by overnight visitor expenditure.


“A thriving tourism industry will create more jobs for Territorians and help build a bigger and more prosperous NT economy.”


Source:- Tourism NT

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