To combat the widespread negative perception of Papua New Guinea amongst Australians GTI Tourism initiated an inspiring and positive content marketing campaign to leverage the positive sentiments around the Kokoda Trek and its links to Australian history.
The Do Kokoda campaign was launched to raise the profile of the Kokoda Track amongst Australians and provide a central online portal for those interested in trekking Kokoda to be inspired and find out information about the trek. GTI Tourism worked with television personalities Sam Newman and Garry Lyon from the AFL Footy Show to generate coverage and promote dokokoda.com through consumer and trade marketing, PR and social media. The campaign was launched with a trade and media event at Melbourne’s MCG.
GTI Tourism secured AUD$1.1million worth of media coverage, with a reach of 16 million across TV, radio, print and online. Over 46,000 people visited the dokokoda.com website during the campaign, and video content generated 73,000 views on YouTube. 279 past trekker testimonials were also generated and featured on the dokokoda.com website and shared on social media leveraging positive word of mouth to generate interest in Kokoda.