CASE STUDY
FALKLAND ISLANDS TOURIST BOARD:
APPEALING TO NORTH AMERICANS

Challenge

The Falkland Islands is not a destination for everyone. However, while remote, it has stunning wildlife and outdoor experiences. It was key to the destination’s success that the right audience be targeted.

What We Did

• Worked to gain coverage in media outlets reaching spirited travelers – Islands, Audubon, National Geographic Traveler, Men’s Journal and Outside.  
  
  
• Built a consumer marketing approach around two adventure travel shows.
  
  
• Built a travel agent training program.

What Happened

• Visitors from North America increased 150% in the first year.
  
  
• The Falklands were highlighted in the New York Times’ annual “Places to Travel” in 2012.