Maja Pawinska Sims 02 Nov 2022 // 2:50PM GMT
LONDON — Milk & Honey PR has been selected by environmental trust The Freyja Foundation to put Patagonia Park Argentina on the map for European tourists.
The agency will launch the park, home of one of the world’s biggest ‘rewilding’ projects, as an ‘off the beaten track’ destination in South America, with a brief to roll-out a full consumer PR and digital programme in Europe.
Patagonia Park Argentina, which spans 108,000 hectares, including 60,000 hectares of rewilding reserve, is funded in part by The Freyja Foundation, a private charitable trust dedicated to conserving wild places and combating the climate crisis, and the park opening is co-led by another foundation, Rewilding Argentina, which turns private land into public parks.
The park has been partially open to the public since 2017 but this month opens for its first international tourist season, including camping sites. The park team has so far completed 40km of 100km of planned hiking and walking trails, and the park also offers wildlife watching and horseriding, as well as visits to ‘The Cave of the Hands’, a UNESCO World Heritage Site with 9,500 year old cave paintings.
Milk & Honey’s primary target audience is older Gen Z and Millennial experience-seeking travellers with an interest in travel, road tripping, conservation, wildlife and the environment, with other audiences including those aged over 45 and eco-conscious travellers. The programme’s messages will include encouraging European travellers to take a more considered approach to travel and invest in bigger, more meaningful trips as opposed to regular, short breaks.
The Freyja Foundation communications director Tam Liebenberg said: “We always look to work with like-minded companies who are aligned with our values and ethos. Milk & Honey certainly compliments us here and we are looking forward to working with them on launching Patagonia Park Argentina in Europe, and delivering a lasting impact for travellers by showing them how to adventure responsibly in one of the most uniquely beautiful landscapes in the world.”
The win follows Milk & Honey’s announcement of its expansion into Europe in May with the opening of an office in Munich to service clients in Germany, Austria and Switzerland. The UK and German teams will work together on a global press trip to Patagonia Park Argentina in early 2023.
Milk & Honey partner, consumer and planning, Kath Myers will lead on the account, along with a UK core team including head of discovery Imogen Wallis, client director Georgia Cobden and digital client manager Chavaey Waithe. Senior client manager Patrizia Huen heads up the DACH team. The agency will work closely with the digital and communications team at Rewilding Argentina.
Myers said: “The Freyja Foundation is an exciting addition to our growing portfolio of purpose-led consumer briefs. The work The Freyja Foundation and Rewilding Argentina are doing to support local communities and inspire a more considered travel experience is second to none.”