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The Royal Tour in New Zealand – Was it worth it?

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The Royal Tour in New Zealand – Was it worth it?

They say that Meghan Markle and Prince Harry’s recent royal tour of New Zealand cost the taxpayer one million dollars.

Was it money well spent? While it may not be that much relative to the nation’s operating allowances from 2018 until 2021. In addition, which are all in excess of NZ $2B (that is, two thousand million a year). It’s still enough to warrant looking at what we got in return – if anything!

Today, we’re going to take a look at the marketing and tourism impacts. That the tour has had on the country. In addition, by looking at the data through the ol’ digital marketing lens.

Senegal

Where Does Popular Opinion Lie?

Before we get into the search data, let’s explore the social context of our question. This interview ran from October 15th to 19th and had a sample size of 1006, contacted via landline or mobile phone.

Noteworthy, perhaps, that the informal poll running Senegal Phone Number in the Stuff article had a sample size of 8700, as of the time of writing. The same divide appears, though more pronounced: 59% against the tour, 41% for – over the half-way mark.

This is important to investigate for a number of reasons, not the least of which is the politics surrounding the question. Stuff’s article framed the choice as “the royals are important,” and “there are more pressing things to spend money on,” which implies a certain homogeny to the discussion; namely that the only reason someone might welcome the tour is that they support the Royal family.

The implication is that this demographic is more likely to support New Zealand’s status in the Commonwealth – and relationship to the Crown – out of hand.

We need to identify this framing of the question, as we wish to frame things in a different way, and posit that the past month’s visit by the Duke and Duchess of Sussex was worth the price tag for all Kiwis, regardless of their support of the monarchy.

 

What Does the Data Look Like?

Last month, Pure SEO was contacted by TVNZ’s Seven Sharp, in order to put together some fact and figures for their own report on the royal tour.

While the news story builds an accurate picture of the core takeaway from the statistics – that New Zealand’s worldwide search traffic spiked in response to the birth of the prime minister’s daughter – Seven Sharp understandably didn’t have the screen-time to do a full expose on the data. Furthermore, when the story ran, a complete picture of the data for October – the month the tour took place in – wasn’t available. We were able to see upward momentum beginning, but weren’t able to see the total extent of Meghan Markle’s influence until November started.

The social capital the Duchess of Sussex wields is fairly evident in the data. This ranks higher than Prince Harry and New Zealand combined, 2.7M and 1.5M respectively.    best database provider

When we look at the global keyword seasonality for Meghan Markle, we can see the enormous spike during May – the month of the royal wedding. This dilutes the leap visible between September and October, so it’s worth clarifying the exact metrics involved; an increase from 6,120,000 searches to 13,600,000 searches, to be precise.

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