CHALLENGE:
To introduce “voluntourism” to North America with opening of new sales office in Boston for UK-based non-profit organization

STRATEGIES:
Drive awareness and sales among college students and young adults through media coverage of new type of responsible “green” travel

TACTICS:
Held an online contest the week of Earth Day – “What Kind of Monkey Are You?” where college students answer a short quiz that enters them to win a voluntourism trip to Costa Rica.  Viral campaign conducted on three Boston college campuses to drive contest entries.

Distribute case studies with images to college media outlets, Top 100 daily travel editors, major City magazines, and consumer magazines

Offer “Voluntourism” FAM trips to qualified journalists to interview project participants and GVI leaders in the field

RESULTS:
Coverage developed throughout North America in college newspapers, radio stations and mainstream consumer media

Nine-month media campaign resulted in successful launch of North American sales office, which currently has the highest sales figures of all the locations