There’s a lot riding on the Duke and Duchess of Sussex’s upcoming overseas tour, especially as Harry is ‘reimagining his whole life’ as his royal family continues battling its crisis
It looks like the Duke and Duchess of Sussex are planning a major charm offensive next month with their “make or break” trip Down Under. The couple announced the plan last week, seven years after they travelled there on their first overseas tour as a married royal couple.
Following the news that Meghan, 44, has parted ways with Netflix and Prince Harry, 41, remains on the periphery of royal life, PR expert and talent manager Dermot McNamara says there’s a lot riding on the visit.
“They’re probably hoping to reignite their global brand in Australia, while also working out what they do in the future,” he tells new. “It’s a last chance for them to establish where they fit and where they want to go.”
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He continues, “Harry, in particular, probably feels he should get back out there and they know Australia is a place that loves them dearly, especially when compared to the UK. So it’s a trip that has a lot of possibilities but also a lot of risk.
“It’s a way to send the message ‘we are here and we are active’. It offers a middle ground for them to present themselves as Harry and Meghan, as royals, and as international celebrities, without it being too much in everyone’s faces.”
The Sussexes’ previous 16-day royal tour of Australia, New Zealand and Fiji in 2018 kicked off with the news that they were expecting their first child the following year. They spent much of their visit collecting baby gifts from well-wishers, as well as visiting various environmental and conservation projects.
Next month’s trip, however, is going to look rather different. While specific details are being kept under wraps for now, we learnt last week that Meghan’s commitments include star speaker at a women-only weekend retreat in Sydney.
A VIP ticket for the event, which is organised by the Her Best Life podcast, costs £1,700 per person and gives holders front-row seats at a gala dinner and “in-person conversation” with Meghan, as well as a “group table photo” with the Duchess.
According to Dermot, the couple will be hoping to strike a balance between their royal interest and brand appeal, while also hoping to ”cash in on the nostalgia” from their 2018 tour.
“They had such a good reception last time and there was so much love for them,” says Dermot. “So why not go there to get a feel for what lies ahead for them as a brand, without [Harry] feeling under siege, which he likely would if he came to the UK.
“Australia ticks a lot of boxes too. It’s within the Commonwealth and has a long history of royal visits. And Harry knows the Commonwealth is important to the family, as is maintaining the legacy [they have] in places like Australia.”
Dermot believes the trip will be particularly important for Harry because he’s not been as busy as Meghan when it comes to their private businesses and causes. Last year, Harry resigned from the Board of Trustees of Sentebale, the charity he set up in memory of Princess Diana, after the relationship between the trustees and the chairperson broke down “beyond repair”.
While Meghan continues to expand her As Ever lifestyle brand, Harry’s future focus is less clear, according to Dermot.
“He is having to reimagine his whole life, and try to build a life for himself personally and professionally in a way that has never been seen or done before.”
It also emerged last week that Meghan’s lifestyle business had ended its partnership with Netflix. The streaming giant supported the brand financially in its early days, but a spokesperson from As Ever said it was “ready to stand on its own”.
Given it’s also widely believed that Netflix has put the kibosh on any more of Meghan’s With Love series, pressure is mounting for the couple to reignite their brand in other ways.
“If they’re not making headlines and, more importantly, if viewers are turning off in their droves, then companies like Netflix are ruthless and they’re not going to carry them just because they’re the Duke and Duchess of Sussex,” former royal editor Duncan Larcombe previously told the Mirror.
“They have to figure something out because the number of projects they’ve announced since they left the UK that have hit the ground and been a success is actually quite small.”
There’s also the scandal surrounding Prince Harry’s uncle, Andrew Mountbatten-Windsor, who was arrested on suspicion of misconduct in public office and released under investigation.
The juxtaposition between Harry and Meghan’s visit to sunny Oz while his family fights fires at home won’t be lost on Harry, Dermot says, but he has little choice.
“The royal family is in turmoil, and as a member of that family, so too is Harry,” he says. “Yes, they might be accused of bad timing with the Australia trip, but just because his other family members are embroiled in a scandal, why should Harry put his life on hold?”
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