How Safaris Use Marketing & PR To Win

Safari operators and lodges use various public relations strategies to enhance their brand, attract customers, and promote conservation efforts. Here are some real-life examples of successful PR strategies in the safari industry:

1. &Beyond’s Conservation Stories

• Strategy: &Beyond, a luxury safari operator, focuses on conservation and community initiatives in their PR strategy. They share stories about their efforts to protect wildlife and support local communities.
• Example: &Beyond’s “Conservation Stories” campaign uses blog posts, social media, and newsletters to highlight their conservation projects and successes. They often feature testimonials from field experts and showcase the impact of their work on local ecosystems.

2. Singita’s Commitment to Conservation

• Strategy: Singita, a luxury safari brand, integrates conservation into its PR strategy by promoting its sustainable practices and community development projects.
• Example: Singita uses storytelling through their website, social media, and annual reports to detail their conservation efforts, such as anti-poaching initiatives and community education programs. They often collaborate with wildlife photographers and conservationists to amplify their message.

3. Tanzania’s “Tourism for Tomorrow” Campaign

• Strategy: Tanzania’s tourism board promotes its safari experiences through the “Tourism for Tomorrow” campaign, which highlights sustainable tourism practices and conservation efforts.
• Example: The campaign uses a mix of press releases, travel trade shows, and digital media to showcase Tanzania’s commitment to responsible tourism. They feature stories from travelers and conservationists to build a compelling narrative around the country’s safari offerings.

4. Kenya Tourism Board’s “Magical Kenya” Campaign

• Strategy: The Kenya Tourism Board promotes its safari experiences through the “Magical Kenya” campaign, focusing on Kenya’s diverse wildlife and landscapes.
• Example: They use high-quality visuals and engaging content across social media, travel websites, and international travel fairs to attract tourists. The campaign often includes collaborations with travel influencers and media outlets to reach a broader audience.

5. Sabi Sabi’s “Bush Walk” Experiences

• Strategy: Sabi Sabi, a luxury safari lodge in South Africa, promotes its unique “Bush Walk” experiences through targeted PR efforts.
• Example: They use press releases, media trips, and influencer collaborations to highlight the immersive nature of their bush walks. By showcasing personal experiences and expert insights, they generate interest and attract adventure-seeking travelers.

6. Royal African Safaris’ Personalized Travel Stories

• Strategy: Royal African Safaris uses personalized travel stories from past clients to promote their bespoke safari experiences.
• Example: They feature detailed testimonials and photo essays on their website and social media platforms. These stories offer authentic insights into the safari experience and help build trust with potential clients.

7. G Adventures’ “Planeterra Foundation”

• Strategy: G Adventures, known for its adventure travel, incorporates its “Planeterra Foundation” into its PR strategy to emphasize its commitment to community-based tourism and conservation.
• Example: The foundation’s projects are highlighted through press releases, social media, and travel industry events. G Adventures shares impact stories and updates to demonstrate how their tours contribute to sustainable development.

8. Ker & Downey’s “Safari Adventures” Blog

• Strategy: Ker & Downey, a luxury safari operator, uses its blog to provide in-depth information about safari adventures and destinations.
• Example: The blog features detailed articles on various safari experiences, travel tips, and wildlife information. This content is promoted through social media and email marketing, helping to attract and educate potential travelers.

9. The Safari Collection’s “Cultural and Conservation Initiatives”

• Strategy: The Safari Collection promotes its cultural and conservation initiatives as part of its PR strategy.
• Example: They use their website and social media to highlight projects such as community outreach programs and wildlife conservation efforts. By sharing stories and visuals of these initiatives, they enhance their brand’s appeal and credibility.

10. Elewana Collection’s “Luxury and Sustainability”

• Strategy: The Elewana Collection focuses on combining luxury with sustainability in their PR strategy.
• Example: They highlight their eco-friendly practices and luxury safari lodges through press releases, social media campaigns, and travel industry publications. They often feature behind-the-scenes looks at their sustainability efforts and the unique experiences they offer.

11. Wildlife Conservation International’s “Save the Rhino” Campaign

• Strategy: Wildlife Conservation International runs the “Save the Rhino” campaign, promoting its efforts to protect rhinos and their habitats.
• Example: The campaign utilizes press releases, social media, and partnerships with safari operators to raise awareness and funds. They share success stories and updates on their conservation efforts to engage supporters and attract donations.

12. African Wildlife Foundation’s “Wildlife Warriors” Program

• Strategy: The African Wildlife Foundation promotes its “Wildlife Warriors” program, which supports conservation efforts and local communities.
• Example: They use social media, newsletters, and press releases to highlight the program’s impact and success stories. Their PR strategy includes collaborations with safari companies and travel bloggers to reach a wider audience.

13. Great Plains Conservation’s “Eco-Lodges”

• Strategy: Great Plains Conservation promotes its eco-lodges and conservation efforts through a focus on luxury and sustainability.
• Example: They use high-quality visuals and engaging stories in their marketing materials, social media, and travel industry publications to showcase their lodges’ environmental and conservation credentials.

14. Namibia Tourism Board’s “Desert and Wildlife Experiences”

• Strategy: The Namibia Tourism Board highlights its unique desert and wildlife safari experiences through targeted travel PR campaigns.
• Example: They use visually stunning imagery and stories about Namibia’s unique landscapes and wildlife in their marketing materials. They also collaborate with travel influencers and media outlets to reach adventure travelers.

15. Botswana Tourism Organization’s “Okavango Delta”

• Strategy: The Botswana Tourism Organization promotes the Okavango Delta’s unique safari experiences through immersive storytelling.
• Example: They use social media, travel blogs, and industry partnerships to showcase the Delta’s biodiversity and the exclusive safari experiences available. They often feature content from travelers and conservationists to build a compelling narrative.

These examples illustrate how safari operators and tourism boards use PR strategies to highlight their unique offerings, promote conservation, and engage with potential travelers. By leveraging storytelling, high-quality visuals, and strategic partnerships, they effectively build their brands and attract a global audience.