Papua New Guinea Tourism
80+ pieces of coverage. 40M+ reach. 308K+ engagements. Front covers in Sunday Star Times and NZ Herald. PNG reframed as a bucket-list destination.
Papua New Guinea Tourism
80+ pieces of coverage. 40M+ reach. 308K+ engagements. Front covers in Sunday Star Times and NZ Herald. PNG reframed as a bucket-list destination.
Papua New Guinea was being defined by a narrow narrative: safety concerns and the Kokoda Track. Its landscapes, marine life, and cultural depth were reaching nobody who would have cared most.
Over a multi-year retainer, we reframed PNG from 'should I be worried?' to 'why haven't I gone yet?' Two content pillars, Highland Adventures and Coastal Adventures, gave structure to the story. Creators gave it reach. Targeted media events shifted the editorial framing nationally. 80+ pieces of coverage. 40M+ reach. 308K+ influencer engagements. Front covers in Sunday Star Times and NZ Herald.
Papua New Guinea was being defined by a narrow narrative: safety concerns and the Kokoda Track. Its landscapes, marine life, and cultural depth were reaching nobody who would have cared most.
Over a multi-year retainer, we reframed PNG from 'should I be worried?' to 'why haven't I gone yet?' Two content pillars, Highland Adventures and Coastal Adventures, gave structure to the story. Creators gave it reach. Targeted media events shifted the editorial framing nationally. 80+ pieces of coverage. 40M+ reach. 308K+ influencer engagements. Front covers in Sunday Star Times and NZ Herald.
