Papua New Guinea Tourism

A Million Different Journeys Campaign

Challenge •Limited awareness PNG’s other regions / stimulate visitor spread to prevent over-tourism on Kokoda Track •Existing online content about Papua New Guinea mainly negative

Activity •Development of a social media strategy to build positive content including a viral campaign driving awareness for PNG and its experiences: ‘A million different journeys’ competition in conjunction with Virgin Australia and Nikon: consumers were invited to upload photos which told a journey. In order to win one of three experiences in PNG, people had to receive votes which stimulated sharing across social media

Result •6,300 photos posted which generated a response of 23,000 posts, and a database growth of 20,000

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