Journeys Discovering Africa

Creative branding, website design and marketing

Cyber-Duck worked closely with Journeys Discovering Africa to design their brand and produce a website offering bespoke luxury tours. Our team helped to cement the brand’s market position, by delivering a full service: from marketing and social media, to PR.

 
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Objectives

Journeys Discovering Africa (JDA) are based in Uganda and Rwanda. They provide tailor made, once-in-a-lifetime safari experiences: taking their travellers on an adventure through a truly beautiful part of Africa, whilst respecting animal’s habitats responsibly.

We aimed to create a website journey that reflected the wonderful safari experiences that Journeys Discovering Africa offer their customers. Our objectives included:

  • Refresh their branding, to capture their whimsical safari experiences.
  • Overhaul JDA’s online presence: making it easier for prospective customers to explore and tailor their perfect safari experience.
  • Support JDA with marketing, social media and PR, to generate more enquiries and thereby increase conversion rates.

Strategy

We kicked-off the project by holding remote stakeholder interviews with the JDA team via Skype. This meant we could gain a greater understanding of their business needs and typical clientele. This supported our analysis of search trends, web analytics and competitors, to increase our knowledge of archetypal user behaviour.

From this, we planned the information architecture for the new website, organising the different types of holiday, location, itinerary and other related content. We then mapped out user journeys: how people would find holidays, explore example itineraries, tailor their own perfect safari experience, and submit an online enquiry.

This research-driven process informed how we developed prototypes and tested the core interfaces. We aimed to fine-tune the experience based on people’s needs and expectations.

Outcomes

Throughout the project, we intended to reflect the sense of adventure we felt while learning about their services; we wanted to make the website and brand a true extension of a Journeys Discovering Africa safari.

The final website successfully conveys how JDA can create a personalised, unforgettable safari experience for travellers. Inspired by the rare wildlife encounters offered, we applied our creative direction to the prototypes for the JDA brand. Of course, adding vivid photography from past tours helped to add to this experience. The new website is powered by a highly customised CMS, enabling their team to add new itineraries and even locations easily, as they quickly expanded into more countries following launch of the website.

Combined, the new customer experience has proven to be effective. JDA experienced a 92% increase in enquiries last year, partly thanks to our ongoing web support and marketing efforts.

forms

92% increase

in enquiries last year

companies

A NEW BRAND

capturing the essence of JDA

Patrick Shah

“We are extremely pleased that we went with Cyber-Duck. The site is a triumph, as it ticks all our boxes and more...”

Patrick Shah

Managing Director, Journeys Discovering Africa

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