Shining a spotlight on the rich highland culture that abounds on our doorstep

The Australian and New Zealand market are Papua New Guinea’s largest source market of visitors, but the destination remains largely unknown and unconsidered by Aussies and Kiwis. Example was appointed mid 2019 as the new AU/NZ representation agency for the country’s tourism board.

Five tribeswomen standing in a line

The brief to Example was to develop and implement a fresh strategy to promote the destination, and shift long-held negative perceptions about it, working in partnership with travel trade and media partners.


Example firstly set-out to develop a robust marketing and communications strategy for the destination, one that would ultimately lead to establishing Papua New Guinea as the most desirable adventure holiday destination with the Australian and New Zealand market. With an objective to showcase the entire breadth of experiences found in the country, especially those unique it, and to shift the narrative to one that is positive, a ‘culture-first’ approach was taken. This saw a plethora of adventure travel messages wrapped together under the spotlight of Papua New Guinea’s unique and rich highland culture

A series of media and influencer famils were organised to the destination, with a whole host of stories and secrets unearthed, and new content captured. Top-tier travel journalists from Australia and New Zealand were taken on a highland adventure, where they got to meet first-hand with tribespeople who had never before met foreigners. A highlands-themed media event, held in Sydney, then allowed these journalists to share their experiences with a broader cross-section of travel, lifestyle and broadcast media. Simultaneously, Jackson Groves and Josh Lynott were also engaged to tackle the country’s top endurance challenges, including trekking world-famous Kokoda and hiking to the top of one of the world’s Seven Summits (Mount Wilhelm).

To engage travel trade partners, agent toolkits and sales manuals were produced, and an incentivised online training programme launched. This was supplemented by a proactive face-to-face reach-out policy, to build and strengthen key relationships. Tour operators and wholesalers were invited to a highlands-themed trade event in Brisbane, allowing face-to-face meetings with top PNG tourism operators. New target tour operators and wholesalers (not previously selling Papua New Guinea), were additionally taken up to the destination to further whet their appetite. This immediately resulted in three new trade partners contracting (and now selling) the destination.

Finally, and to raise awareness amongst target consumers, a digital, print and outdoor advertising campaign rolled-out in Australia, firmly helping to kickstart fresh new conversations about the country’s closest neighbour.

A table setting with florals
An artist stands next to a
A selection of newspaper articles
Gift bag of different Papua New Guinea wares
Table setting with florals
A selection of pages of an A5 Guide
Torchlight_Roma Street_Brisbane_PNGTourism_27.1.20

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

Example House
69 Roslyn Street, Rushcutters Bay
Sydney, NSW 2011, Australia
+ 61 2 8322 4600

Example Studio
2 Scanlan Street, Fortitude Valley
Brisbane, QLD 4006, Australia
+61 7 2102 5904

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