The Challenge

Shift perception to highlight Rwanda as a vibrant, progressive nation and emerging travel destination.

The Insight

Whilst Rwanda is an emerging tourism destination, audiences are more aware of Rwanda’s wildlife conservation efforts.

The Solution

National Geographic delivered a 2-year branded content series featuring photographers and writers collaborating with locals to tell the story of a tourism destination through their eyes.

  • Year 1 captured the stories of a Rwandan designer, entrepreneur and park ranger through the lens of National Geographic Photographer Charlie Hamilton James and in words by National Geographic Travel Editor Heather Greenwood Davis.
  • The content lived as beautifully curated Rwanda Travel Guides on with additional listicle and galleries highlighting the landscapes and contrasting colours of Rwanda, and was promoted across @natgeotravel on Facebook and @natgeoadventure on Instagram.
  • Year 2 focused on the content about the conservation efforts to enhance the existing Rwanda Travel Guides. National Geographic’s renowned photographer Ronan Donovan journeyed through Rwanda’s National Parks capturing the stories of the transformative and ambitious conversation programs.
  • To further engage National Geographic’s social media audience, they were given the unique chance to choose a name for one of the newly-born mountain gorillas, celebrating the 15th anniversary of Rwanda’s Kwita Izina gorilla naming ceremony.

The Results

Engagement built across the life of the two campaigns, doubling average engagement rates usually seen on

The final social post announcement on Instagram of ‘Intego’ as the name for the baby mountain gorilla, garnered over 1.4 million reactions.