Destination Specialists Ltd.

Challenge

Guiding safaris is big business in Tanzania. Many large African tour companies claim to offer authentic experiences but few are based in Tanzania.

Destination Specialists decided to set up its own small-scale safari tours to give visitors a highly personalized, 100% authentic Tanzanian safari. They are unique in that they design the trip to fit the dreams and budget of the visitor. Everything is customized and guests are given concierge-level attention.

Destination Specialists had top tour guides and safari-fit vehicles but needed to get the word out about their business, making sure to differentiate it from the large, less-customizable African tour companies. A professional-quality website would be critical to gaining visibility and credibility.

Their website would need to speak to Americans and Europeans, who were their target market. Because most tourists were planning their vacations from abroad, the Destination Specialists’ website would have give detailed explanations of each of their safaris and tours so tourists could make their selections. More importantly, the website would have to create trust for visitors, so that they were comfortable booking their tours and paying the deposit.

Solution

Although Destination Specialists chose to have its website designed by a Tanzanian company, they wanted a native English speaker to write the copy. They chose Susan Greene, an American copywriter. Besides her writing capabilities, she was based in the U.S., which was one of Destination Specialists’ target markets. She was likely to understand what would be important to Americans planning a trip to Africa.

Results

Susan Greene worked closely with Destination Specialists to create a website that conveyed the quality of their tours and safaris and gave international visitors confidence in booking their vacations.

Susan also assisted with some of the company’s overall marketing efforts, such as creating their tagline, “You pick the place, we plan the adventure.”

Here's what the client said about the copy: