Shift perception to highlight Rwanda as a vibrant, progressive nation and emerging travel destination.
Whilst Rwanda is an emerging tourism destination, audiences are more aware of Rwanda’s wildlife conservation efforts.
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.
Engagement built across the life of the two campaigns, doubling average engagement rates usually seen on nationalgeographic.com/travel
The final social post announcement on Instagram of ‘Intego’ as the name for the baby mountain gorilla, garnered over 1.4 million reactions.