Located in East Africa, Uganda closed its borders during the height of the pandemic, effectively halting Uganda Tourism’s international promotional messaging for travelers to “visit now.” Uganda’s economy suffered a steep downturn as tourism is one of the top sources of income, particularly surrounding the high-value bucket list activity of mountain gorilla trekking. Uganda Tourism tasked PTG Consulting with creating a new promotional strategy to keep the destination and this activity top-of-mind for future consideration once international travel resumed.