Responsible Camping for TIA

case study

This project includes:

Tourism Industry Aotearoa (TIA) is the only independent association that represents all sectors of New Zealand's large and diverse tourism industry. 

See the key results over the 8 week campaign below

case study

The Challenge

Tourism Industry Aotearoa wanted a way to raise awareness about camping responsibly in New Zealand over the summer months, because of the frequent issues with campers disrespecting locals and the environment when freedom camping. 

The Solution

We set up a Facebook and Instagram page for the campaign, as a camping community. We used Facebook’s sophisticated targeting features to attract people currently travelling in the country and camping during the summer. Content was built to educate and inspire the campers, as well as reaching them when they’re on the road with useful tips and warnings about responsible camping etiquette.

The campaign resulted in more than 1.6 million page impressions on Facebook and Instagram, and continues to grow.


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