Tourism Tropical North Queensland’s launch of the Lifetime of Greatness Project on World Earth Day has generated global publicity for the Great Barrier Reef with a media reach of more than 60 million so far and we want to make sure our members benefit from this success story.
Your support for this campaign will help to deliver more visitors to Australia’s No1 natural attraction – the Great Barrier Reef. Regions around Australia from the coast to the outback have shown their support by signing it at alifetimeofgreatness.com and downloading our shareable assets to promote the nomination. Make sure you and your team do the same to further amplify the message and benefit the Great Barrier reef community.
The tourism industry is joining marine scientists, Traditional Owners, schools, councils, and advocates of the Great Barrier Reef to support the Great Barrier Reef Marine Park Authority’s Reef Guardian Councils put the Great Barrier Reef forward for the United Nations Environmental Program’s Lifetime Achievement Award.
The Lifetime of Greatness Project is as ambitious as the ecosystem it represents. The Great Barrier Reef is a catalyst for environmental initiatives and this bold nomination repositions it not just as a natural wonder but as a global leader.
Working with Supermassive, we’ve created an integrated campaign that blends purpose with creativity to drive global awareness. From immersive experiences and strategic partnerships to social and digital storytelling, our aim is to galvanise a worldwide audience around a simple, powerful idea to give the Reef the recognition it deserves.
In the US, 600 million impressions have already been achieved through a virtual broadcast media tour that I did with marine biologist Dr Eric Fisher, participating in 30 live-to-air media interviews, followed by a radio and podcast media tour with Master Reef Guide Natalie Smith. A 30 second TVC via National Geographic and Disney will reach 1.17 million viewers over the next month, while a media partnership with Conde Nast Traveller runs until the end of May.
In the UK, a 21-metre, two-storey immersive walk-through tunnel in the heart of central London takes audiences on a journey of the Lifetime of Greatness Project. It reached almost 1.4 million views per week and supports a paid media partnership with The Guardian, and a radio and TV broadcast opportunity through Good Broadcast with host, ex-Paralympian Ellie Simmonds. The coverage extends to more than 15 networks including BBC stations.
Recent in-region famils with top media in Europe has secured coverage and partnerships with digital media platforms across Germany and Italy have reached more than 250,000 readers.
In China and Japan, Lifetime of Greatness is running paid digital media and social media activity, along with earned media pitching and influencer partnerships.
Across Australia and New Zealand, we have earned storytelling in PR, social media and influencer activity supported by media placements with The Daily Aus, Australian Traveller and Stuff NZ.
A strategically positioned digital billboard at the home of the United Nations Environmental Program’s Headquarters in Nairobi is increasing the chance of capturing the attention of key decision makers.
Every touchpoint drives audiences to sign their support through a dedicated website, where they can learn other ways to help the Reef.
The global integrated campaign runs until the end of June. For more information and to sign your support, head to alifetimeofgreatness.com or visit Instagram, Facebook, Tik Tok or YouTube.
This project has been made possible by Tourism Tropical North Queensland, and the grant funding received from the Australian Government, under the International Tourism Recovery Program administered by Austrade.
Mark Olsen
TTNQ CEO