Positioning Africa as multiple destinations

A2A Safaris
Challenges

Sinclair was tasked with creating unique, newsworthy storylines highlighting A2A Safaris as the leading specialist for travel to African countries, while changing the mindset towards Africa to one of multiple unique destinations worthy of many trips. We also moved the conversation about African travel to include food and culture, not only wildlife.

Approach
  • Crafted country-specific messages to educate the market on the individual destinations within the African continent
  • Built stories on conservation as a key focus of A2A Safaris
  • Created personal connections and touch points with dedicated story pitching A2A Safaris’ as the best advisers for Hong Kong travellers
Outcomes
  • Features in leading publications including 12 pages in Men’s Uno, 6 pages in Capital and front page story on Dr Rickard Leakey in Post Magazine
  • A2A Safaris’ new managing director in Asia, Mr Kim Nixon, positioned as the leading African travel expert in Asia
  • +60 pieces of media coverage garnered in top lifestyle publications globally
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