Chinese superstar Hu Ge, and rising supermodel Wang Xin Yu have visited the Northern Territory for a top-secret magazine shoot that will help attract more Chinese tourists to the NT.

The collaboration between Tourism NT and the Chinese super celebrities will deliver mass exposure for the Territory through a triple cover and travel feature in major Chinese fashion and lifestyle magazine, ‘Modern Lady’.

The magazine showcases the breathtaking backdrops and unique experiences on offer in the NT to a Chinese audience, through celebrities they admire, and encourages them to book a holiday to the Northern Territory now.

“It is massive coup for the Northern Territory to have Hu Ge and supermodel Wang Xin Yu showcase our stunning Red Centre landscapes in ‘Modern Lady’ magazine.” said Tourism NT CEO, Tony Mayell.

“Hu Ge is the biggest thing to come out of China to the NT. He is massive celebrity in China with more than 47 million followers on Chinese social media platform, Weibo, and was voted number one most beautiful person in the world by popular Chinese website, Sohu.

“China is Australia’s fastest growing tourism market and the magazine feature will put the Northern Territory on the radar for millions of Chinese as a must-do holiday,” Mr Mayell said.

‘Modern Lady’ magazine is an East Asia equivalent to other well-known fashion and lifestyle magazines like Grazia and has a weekly national circulation of 1.8 million.

Hu Ge and Wang Xin Yu will be pivotal in communicating to Chinese audiences through the publication that the Territory is a unique, friendly and accessible travel destination.

“A ten page ‘Hu Ge’s Outback Diaries’ will feature in the issue together with a nine page travel feature, which is an invaluable addition that lets the Chinese know how they can get to the Territory easily from China,” said Mr Mayell.

The magazine edition will also include a once-off triple front cover featuring Hu Ge, which will showcase the Red Centre, outback atmosphere and the Kangaroo Sanctuary in Alice Springs. This is the first time the magazine has ever done a triple cover.

Jerry Ng, Chief Editor of Modern Lady Magazine said she was thrilled to feature the Northern Territory in the publication and that she “chose the NT for the stunning, breathtaking and unusual landscape”.

“Once the publication is out I am very sure there will be a surge in Chinese visitors and an increase of awareness of the Northern Territory,” she said.

The magazine feature with Hu Ge and Wang Xin Yu included a fashion shoot through the spectacular Red Centre locations of Old Ambalindum Homestead, Ellery Creek Big Hole and Simpsons Gap.

“Tourism NT’s new global positioning tagline ‘Your Australian journey isn’t complete until you’ve done the NT’ will be a key message in the feature,” said Mr Mayell

In anticipation of the print edition hitting the shelves on 23 April, ‘Modern Lady’ published two posts on Chinese social media featuring the three front covers, which triggered a massive online response including over 126,000 reposts and thousands of likes and comments.

A pre-order of the Modern Lady issue was provided through a link in the social media post, with the first batch selling out in record time prompting the publication to request a second round of printing. 

Last calendar year, visitors from Greater China to the NT (which is made up of China, Taiwan and Hong Kong) were around 13,000. Tourism NT 2020 Tourism Vision target is to attract 30,000 Chinese visitors.

“By investing in ‘Modern Lady’ we expect to significantly raise the awareness of the Northern Territory as a holiday destination and inspire more Chinese to include the NT as part of their Australian holiday itinerary,” Mr Mayell said.

This initiative is part of the NT Government’s plan to drive the development of North Australia and build a $2.2 billion visitor economy by 2020.

Photos attached: Modern Lady magazine covers featuring the Northern Territory 

ENDS

Media Contact: Melanie Mutch, Corporate Media and Communications Manager +61 401 115 634