Darwin in style in China

The special Northern Territory themed June edition of the magazine features Taiwanese actor, Chang Chen, star of Hollywood movies including ‘Crouching Tiger, Hidden Dragon’ on a special double front cover, with the stunning Darwin Harbour the backdrop.

Inside, the magazine includes a fashion shoot with Chang Chen in Darwin and Australian model, Shanina Shaik at Litchfield National Park and Casuarina Beach as well as a four page ‘Guide to Darwin’ travel feature, which shows readers just how easy it is to access Darwin from China.

With a circulation of 1.9 million per week and a digital reach of 5.3 million users, the magazine will significantly boost the Territory’s international profile and help attract a greater number of Chinese visitors to the NT.

The images will also get large social media attention through Chang Chen, who has a huge more than 1.4 million followers on Chinese social media platform, Weibo.

Editor in Chief of InStyle China, Jerri Ng, said: “The Northern Territory for me represents the best of many worlds. From the desert landscapes to the lush tropics, every turn is an interesting shoot location and a memorable experience. Not to mention the wonderful stories, heritage and culture. Most importantly why we keep coming back to the NT is because of the people; so laidback, friendly and welcoming."

The Northern Territory attracted 15,000 visitors from Greater China in 2016, up 18 per cent on the previous year.

The InStyle China partnership is a key marketing initiative of the NT Government to attract 30,000 visitors from greater China and boost the overall value of the visitor economy to $2.2 billion by 2020.

Shanina Shaik at Litchfield National Park, InStyle China