June 29, 2011 - Last week’s announcement of details concerning the Royal visit to the Northwest Territories resulted in national media exposure worth in excess of $1 million.

With even more global media exposure expected in the lead up to and following live coverage of the visit, Chair of Northwest Territories Tourism (NWTT) Jenni Bruce says costs to host Their Royal Highnesses are well worth the investment.
“In terms of positive coverage in the media, this visit is like winning the lottery,” Ms. Bruce says. “The Duke and Duchess of Cambridge are literally putting the NWT on the map for many people previously unfamiliar with Canada’s North.”

The NWTT and Government of the Northwest Territories are working to capitalize on global media interest by providing ready access to photos, video and background information about the Northwest Territories’ iconic attractions to the many journalists that are following the royal couple’s visit.

Almost 1400 media representatives have been accredited to provide coverage of the royal tour including 274 foreign journalists.

Northwest Territories Tourism (NWTT) calculates the value of news and feature coverage in equivalence to paid advertising using a media monitoring service sponsored by the Canadian Tourism Commission and used by destination marketing organizations across the country.

“On the heels of a very successful campaign at the Vancouver Olympics, this visit has afforded us yet another world class venue to promote our Territory’s “spectacular” tourism product.” Ms. Bruce says. “This is an extraordinary follow-up opportunity.”

Through its support of the tourism sector and investments of over $19 million in the industry in the last four years, the GNWT is working to diversify the economy and provide all communities and regions with opportunities and choices as envisioned in the 16th Legislative Assembly’s vision: Northerners Working Together.

For more information, please contact:

Julie Warnock
Communications Coordinator
Northwest Territories Tourism
Tel: (867) 873-5007 Ext: 226
julie@spectacularnwt.com

Megan Holsapple
Senior Communications Advisor
Government of the Northwest Territories
Tel: (867) 920-3498
megan_holsapple@gov.nt.ca