Positioning Africa as Multiple Destinations

To create unique newsworthy storylines that highlight A2A Safaris as the leading specialist for travel to African countries, while changing the mindset towards Africa to that of multiple unique destinations worthy of many trips. To move the conversation about African travel to include food and culture, not only wildlife.

Planning & Execution

• 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 on A2A Safaris team, who know Africa inside-out and are the best advisors for Hong Kong travellers.

Effectiveness / Results

• +HKD16 million PR value in 2014.
• +60 pieces of media coverage in top lifestyle publications globally.
• 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 Asia Mr Kim Nixon positioned as the African travel expert in Asia.

The Agency Directory online coverage is now Portfolio

Portfolio is a unique platform which combines the existing Agency, PR and Digital directories into one comprehensive, content and data rich showcase of agencies in Asia-Pacific. Easily browse, search and review agencies on key performance criteria, as well as their Creative Ranking.

We hope Portfolio makes finding the right partner a little bit easier but we’d like to hear from you - simply select the feedback tab on the site and let us know want you think.


The Campaign Asia-Pacific Team