The challenge
When its borders reopened post-pandemic, Norfolk Island faced a serious challenge: shake off its reputation as a sleepy South Pacific getaway for retirees and show the world that it has a bigger story to tell. With thriving culture, untamed landscapes and proud local voices, it was ready to invite a new generation in.
Our approach
TM partnered with the Norfolk Island Tourism Authority to shift perceptions and showcase the island’s hidden strengths. Together, we set out to highlight fresh experiences, attract younger audiences and breathe new energy into the brand through a digital-first recovery campaign.
Our approach
TM partnered with the Norfolk Island Tourism Authority to shift perceptions and showcase the island’s hidden strengths. Together, we set out to highlight fresh experiences, attract younger audiences and breathe new energy into the brand through a digital-first recovery campaign.
The work
Content strategy — We defined eight core experience pillars that spoke to the island’s culture, cuisine, adventure and natural beauty, giving Norfolk a clear compass for attracting younger audiences.
Content creation & production — Our team captured the island’s spirit through large-scale photo and video shoots that yielded thousands of curated images, dozens of short-form social clips and experiential videos, plus a 12-minute hero film.
Content management — We built and delivered a structured media library, along with hands-on training in photography and workflows, so that the local team could sustain the effort long after launch.
Tools & analytics — Real-time insights guided ongoing refinements, helping us measure what resonated most and sharpen performance across the different platforms.
The results
The campaign was a massive success. Tourism rebounded to pre-pandemic levels, website traffic surged by 46% YoY, and younger audiences began choosing Norfolk in record numbers. Engagement on YouTube also spiked, helping the island’s story reach travellers all over the globe.
The takeaway
What started as a recovery campaign became a foundation for the future. Norfolk Island now has the tools, content and confidence to continue to attract new audiences and shape its identity on its own terms.
Tourism Media’s professionalism and innovative mindset turned a period of uncertainty into an opportunity for growth. I wholeheartedly recommend them to any organisation seeking a trusted partner who excels in collaboration and delivers outstanding results.