Papua New Guinea Tourism Promotion Authority (PNGTPA) has announced the appointment of Example to represent the country across Australia and New Zealand.

Example, a Sydney-based communications agency that specialises in hospitality, travel and lifestyle, will be handling all PR, trade relations and marketing for the PNGTPA, with a focus on driving increased visitation from Australia and New Zealand.

Working closely with the travel trade and consumer media, Example will create storytelling moments and experiences in order to educate travellers of Papua New Guinea’s culture and showcase the country as a must-visit destination.

The announcement follows a competitive tender process and sees Example’s head of marketing, Andrew Cavallaro, reinstated as the Australian and New Zealand lead for the tourism board, following his previous tenure in the role between 2014 and 2016.

PNGTPA chairman Kennedy Wenge said: “Australia is PNG’s most important source market for visitors.

“We are excited to grow our Australian and New Zealand arrivals and work with Example to spread the word of the beautiful islands and mountainous regions PNG has to offer, as well as the incredible cultural and adventure travel experiences throughout the country.

“Andrew passionately leads the charge promoting Papua New Guinea and we’re looking forward to having him back at the helm, working alongside Example’s impressive PR and marketing team.”

Commenting on the appointment, Cavallaro said: “We are thrilled to have been appointed, and I am excited to be promoting PNG once again to Australians and New Zealanders.

“Papua New Guinea is an incredibly diverse country, but one that is lesser known to Aussies and Kiwis. We’re looking forward to shining a spotlight on our closest neighbour and showing everyone how special PNG is.”

Example commenced work with PNGTPA on 1 June 2019.