Spirit of Papua New Guinea Influencer Marketing Campaign Case Study

The Project:

  • Utilize Los Angeles-based social media influencers to raise awareness of Papua New Guinea as a travel destination on Instagram.


Papua New Guinea is a remote country in the South Pacific known amongst adventure travelers for its abundant nature, diverse tribes and cultural festivals. As part of a larger campaign to drive North American bookings to the destination, I was tasked with coming up with a strategy to further amplify awareness of the unique tourism experience Papua New Guinea offers on Instagram with Los Angeles-based travel influencers.

Strategy & Tactics

  • Partnered with Travel Massive Los Angeles to host a cultural event for local travel influencers.
  • Planned and executed a Spirit of Papua New Guinea Festival that created authentic moments of interaction between cultural ambassadors and event attendees including wood carving demonstrations, face painting and tribal dance performances.
  • Provided campaign details and guidelines for influencers to post during using #PNGLA for a chance to win a prize package from tourism partners.


  • Campaign resulted in 53 Instagram feed posts that garnered 12,740 likes and 376 engagements.

Sample Influencer Posts