Helping the world enjoy less of the barrier and more of the reef.
BACKGROUND
The Great Barrier Reef is under threat. Not just from climate change, but from misperceptions. Many visitors to Australia avoid visiting the Great Barrier Reef because, after hearing about the recent coral bleaching, they think they’ll damage the fragile reef further. However the opposite is true.
The Great Barrier Reef and the surrounding area of Tropical North Queensland relies on tourism (and tourism dollars) to fund critical preservation and sustainability initiatives.
So the best way to help the reef, is to visit the reef.
IDEA
Partnering with Tourism Tropical North Queensland and Expedia, we created Guardian of the Reef: a world first education platform that incentivises travellers to learn more about the Great Barrier Reef and how to responsibly navigate it. The deeper they dived into sustainable practices, experiences and tourism vendors, the more of a discount they received when they visited.
RESULTS
