Responsible, Sustainable & Universally Accessible Tourism
UN Tourism
The Brief
Build global awareness of UN Tourism’s ‘Tourism for Rural Development’ programme and its flagship ‘Best Tourism Villages’ initiative, driving understanding and engagement across international media and consumer audiences.
Our Strategy
We delivered a multifaceted media engagement plan paired with a content strategy built around visually engaging Instagram Reels that surfaced local culture, traditions and tourism offerings in shareable formats.
In execution, we established a dedicated newsroom publishing thematic content clusters tailored to journalistic interest areas including nature and women’s empowerment. Quarterly press trips brought international and national media into Best Tourism Villages first-hand. We sourced leadership interview opportunities for the programme’s senior team, and produced monthly Instagram Reels showcasing the unique stories of each village.
The Results
- 5.5K+ pieces of global coverage
- 4.96B+ global online reach
- 18 media visits delivered
- 6 leadership profile interviews with UN KOLs
