All the elements of our campaign were created by National Geographic, using their own teams and working to the same top quality standards, ensuring integration with the overall content. The objective was to create fantastic, compelling content which would bring Australia to life and demonstrate its tremendous diversity. ‘What Makes an Expert?’ was the central theme that linked the content and revealed the wonders of Australia through the eyes of real Australians, personalising the messages.

Over 50% of those researched found the communication interesting and informative. Comments included “I think the style is different and compelling”.Integration with the natgeo.com site delivered click-through rates over five times the average. Value delivered by this integrated global deal was 87% higher than standard local National Geographic buys.