We are four students whom are part of a team project of Digital Media: Theory and Practice unit from the Master of Strategic Communication at the University of Western Australia. We were challenged to create a digital media campaign about either a political, commercial or social theme. We chose to focus on the beautiful place of Ningaloo Reef in Western Australia for our campaign, as it is a magical place which needs to be known and protected.
The four of us are very different in terms of background, age, lifestyle and, nationality. But that is what makes our strength.
Enzo, Brazil
Ilana, France
Lawrence, China
Nadja, Slovenia
Our Project
When asking people in the streets if they know the Great Barrier Reef, the majority will tell you yes. However, the number of people knowing Ningaloo Reef is not the same.
That is the reason why our digital media campaign aims to promote responsible tourism in Ningaloo Reef to young travelers from overseas and interstate. We are working hand in hand with Tourism Western Australia, authority responsible for promoting Ningaloo Reef and region.
Young people often travel to the East Coast of Australia, more accessible, and get to experience eastern beauty. However, what about the west? What is keeping you from telling yourself:
- I am not going east, and I am going west
- I want to discover places less accessible
- I want to discover unknown places
We think that the majority of people go east because it is easier to travel. However, in the end, we consider that you will put the same amount of money in your journey, so why not experience a magical place?
We want to prove and show how you can enjoy Ningaloo Reef in a responsible, easy and adventurous way.
We are promoting Ningaloo Reef in a Responsible and Adventurous way. Our goals with Tourism Australia are :
- to increase the number of visitors in Ningaloo Reef by 5% in 2 years : between July 2019 and July 2021.
- to reach 5 000 visitors on our campaign website from July 2019 to March 2020
- to have 10 000 followers on Ningaloo Reef Instagram accounts
In addition to these numbers, we also want to raise awareness of ecological issues, especially the pollution of oceans. That is why Tourism Western Australia and we are supporting 4Ocean. 4Ocean is a brand specialized in removing plastic from the sea. By purchasing one bracelet (made of plastic) you eliminate one pound of trash in the water. The brand has already removed 4 374 529 pounds of trash. You can find out more on their website.
We believe we can respect animals and their habitat as well as enjoy them as much as we can. Make a difference.
