Firstly, the team garnered a variety of imperative insights. The target group of seasoned travellers was found to be ardent consumers of global media, and utilised these as sources of information for new things and trends. They were more inclined to seek out their own information, and were in consideration, as far as holiday destinations were concerned for the new and untried. Second, the team forged a strong relationship between contact and content via building partnerships with key global media icons. Third, successfully managed the tripartite relationship between media, creative and media partners to ensure that the campaign did not appear to be another hard-sell advertising message thereby diminishing the editorial integrity of the selected media partners.