Case Study: Brom Africa Adventure Travel

Tour operators face incredible challenges reaching the right target audience and standing out from competition, especially when trying to attract new, international visitors.

Brom Africa was no different, and while the tour operator had a solid product and great vision, they needed support with positioning, messaging, website, and marketing assets to increase international visitors and students for their educational, culture, and safari programs.

Arrival Projects was glad to deliver on this and more, working with the team on everything from an updated SEO plan to a new go-to-market strategy and marketing channels, plus a revamped visual identity.

1. The Context

Brom Africa is a South Africa-based DMC and tour operator that turned to Arrival Projects in search of a strategic plan to drive its growth and reach new audiences, in particular the American and European student markets.

Although they were successful in customer bookings, they knew they needed to refocus their target market, fine-tune their message, update their visual identity, and precisely target the groups they wanted to reach the most: college students, study abroad programs, spring break trips, and other profiles.

2. The Methodology

Analysis and research: We started with a deep strategic dive with the Brom team and conducted an extensive industry and competitor best practice study, identifying their challenges, advantages, and vision for the company.

From there, we crafted a new positioning and messaging for different buyer personas that reflected a revised offer and vision, that speaks to different audiences in a language they understand while staying true to the brand positioning and narrative.

Brom's new message is designed to show travelers that South Africa is the country to visit and Brom is the company to book with.

3.  The New Plan

With tailored messaging, a revamped website, new visuals, and additional marketing assets, we created a direct outreach plan that connects Brom's marketing team with the right customers.

For instance, to improve the connection with U.S. students, we advised our clients to market themselves to university study abroad programs, specialized travel agents, and to travel organizers during academic vacations to capture a larger market share.

Sound Familiar?

If you’re a tour operator or destination management corporation facing similar challenges, you’re not alone! Reach out to us for a chat.