Papua New Guinea Tourism
PNG's image problem wasn't a lack of interest. It was a lack of the right story reaching the right people. 80+ pieces of coverage. 40M+ reach. Front covers in Sunday Star Times and NZ Herald.
Papua New Guinea Tourism
PNG's image problem wasn't a lack of interest. It was a lack of the right story reaching the right people. 80+ pieces of coverage. 40M+ reach. Front covers in Sunday Star Times and NZ Herald.
PNG’s image problem wasn’t a lack of interest. It was a lack of the right story reaching the right people.
Papua New Guinea was being defined by a narrow narrative, safety concerns and the Kokoda track, while its landscapes, culture, marine life, and genuine variety were reaching nobody who would have cared most. The audience for what PNG actually offers exists. They just weren’t seeing it.
We took on a full-service retainer covering PR and consumer communications. Two content pillars. Highland Adventures and Coastal Adventures, gave structure to the story. Jackson Groves and Josh Lynott as creators, paired with celebrities Matty Johnson and Tyson Mayr, gave it reach with credibility. Targeted media events shifted the editorial framing from “should I be worried?” to “why haven’t I gone yet?”
80+ pieces of coverage. 40M+ reach. 308K+ influencer engagements. Front covers in the Sunday Star Times and NZ Herald. Features in Australian Geographic Adventure and Get Lost. When you change what people see, you change what they believe. That’s as true of tourism as it is of anything else.
PNG’s image problem wasn’t a lack of interest. It was a lack of the right story reaching the right people.
Papua New Guinea was being defined by a narrow narrative, safety concerns and the Kokoda track, while its landscapes, culture, marine life, and genuine variety were reaching nobody who would have cared most. The audience for what PNG actually offers exists. They just weren’t seeing it.
We took on a full-service retainer covering PR and consumer communications. Two content pillars. Highland Adventures and Coastal Adventures, gave structure to the story. Jackson Groves and Josh Lynott as creators, paired with celebrities Matty Johnson and Tyson Mayr, gave it reach with credibility. Targeted media events shifted the editorial framing from “should I be worried?” to “why haven’t I gone yet?”
80+ pieces of coverage. 40M+ reach. 308K+ influencer engagements. Front covers in the Sunday Star Times and NZ Herald. Features in Australian Geographic Adventure and Get Lost. When you change what people see, you change what they believe. That’s as true of tourism as it is of anything else.
