The Guardian of the Reef campaign with Expedia has resulted in more than 12,500 unique visits to the platform in just a week in the United States and the United Kingdom.
Strong media coverage has helped to drive conservation-curious travellers to the platform where they learn more about the Great Barrier Reef. CNN Travel pushed the story out to its 6 million readers and The Independent which boats 70 million unique global browsers published a story in the UK edition.
Open rates for the EDM announcing Guardian of the Reef have performed well especially in the US which reached 46.2%. The Australian EDM had a 37.8% open rate, and the UK had 36.8%. The socials story reached 18,500 people with a 97% completion rate, and the post reached 38,000 people with 531 likes. The Guardian of the Reef blog received 676 visits and the link on the Instagram generated 262 visits.
The Guardian of the Reef platform features all TTNQ members working with Expedia who hold certification with Ecotourism Australia, EarthCheck or the Zoos and Aquariums Association.
[Early interest in Reef campaign: TTNQ Fortnightly Pulse – 18 September 2024]