Positioning Uluru as a ‘world center’ was critical as Chinese travelers typically look toward places they have already heard of like New York City, London, or Bangkok as opposed to a remote location in Northern Australia. We got permission from participants to revamp actual photos of themselves traveling in the Northern Territory and used these photos to enhance our campaign. Original participants would then repost the newly endorsed photos of themselves, creating additional user-generated content – the final key component to the success of this campaign.