Wish You Were Here
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Pacific Asia Watch
Papau New Guinea And Myriad Marketing Win Pata Gold With Their Innovative Consumer Campaign


Papua New Guinea Tourism Promotion Authority
with U.S. representative agency Myriad Marketing received two 2013 PATA Gold Awards for their consumer marketing campaign  WhatTribeAreYou.com For the past 18 years, the PATA Gold Awards have recognized the achievements of Pacific Asia Travel industry organizations in four categories: Marketing; Education and Training; Environment; and Heritage and Culture.

This year, Papua New Guinea and Myriad Marketing were the proud recipients of awards for the categories Marketing - Primary Government Destination and Marketing Media- Website for  WhatTribeAreYou.com. The campaign, which launched in October of 2012, highlights the country's unique cultural offerings through an educational online quiz that reveals to potential travelers their Papuan tribal identity. 

Peter Vincent, CEO of Papua New Guinea Tourism Promotion Authority, was proud to receive the awards for this initiative stating "We are extremely pleased this campaign has been recognized with two PATA Gold Awards. Tourism has had a great impact on Papua New Guinea by encouraging our citizens to take pride in our culture and traditions and preserve them for generations to come.

What Tribe Are You? highlights this national pride by showcasing our rich culture to the world." The  What Tribe Are You? website encourages users to take a simple quiz which asks a series of 'Would You Rather' style questions regarding different scenery, creative endeavors and adventure-based activities to deliver a resulting 'tribe' that the user would belong to in Papua New Guinea. In the process, users learn about the country through interesting facts and figures about the many cultures of Papua New Guinea's various tribes. Upon completion, users are presented with the name, description and photo of their resulting tribe.  The final and most interactive step in the program is to 'Face Your Tribe' - a fun photo app which allows users to upload a photo of their face into traditional headdresses and adornments worn by their resulting tribe to then share through their social media channels.  At the conclusion of this campaign, two lucky travelers were selected to win an all expenses paid trip to visit their tribe in Tufi, Papua New Guinea.

Al Merschen, managing partner of Myriad Marketing added, "Our goal for  What Tribe Are You? was to create a platform that would educate and inspire North American travelers through an interactive website. We were able to do this while creating a unique connection between the user and the destination. We are proud that this campaign was able to promote Papua New Guinea's culture to thousands of North Americans in an impactful way and have it be recognized by the PATA Gold Awards. We thank Papua New Guinea Tourism for embracing the  What Tribe Are You? concept and share this honor with the team and with the people of Papua New Guinea."

To find out what tribe you belong to, visit www.whattribeareyou.com .

To learn more about Papua New Guinea, visit  www.papuanewguinea.travel .
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