Building a brand that fights the ‘African’ stereotype, stimulates equal cultural exchange and sustainable travel. Let’s go off the beaten track!
CLIENT Charlie’s Travels
Social Media marketing
Charlie’s Travels is a tour operator and content platform in East and Southern Africa, carried by an international, young team with an adventurous and open-minded mentality. They specialize in unique, tailor made trips, established together with communities on the ground: not only providing a more authentic travel experience, but also increasing job opportunities. One of their most valuable goals is to debunk harmful stereotypes around Africa – not only through travel, but also through their extensive content platform. Another goal is to promote and accommodate sustainable travel: environmentally and culturally!
- Equivalent cultural exchange;
- Give travellers and people at home broader perspective of the continent Africa;
- Get travellers to choose for slow and sustainable travel instead of mass tourism.
Charlie’s Travels has offices in Kenya, Uganda and South Africa. The website is a digital portal for potential, mostly European clients to explore various African destinations. The goal of the website is to introduce travelers to countries – sometimes stained by stereotypes. It enables them to pre-connect with societies and cultures different from their own. What better way to lure travelers off the beaten tracks by showing them the beauty of the unknown? Through open-minded, sustainable and authentic travel?
Together with the Charlie’s Travels team we defined their mission and vision. We created a new website and a brand manual for the team to deliver the Charlie’s Travels brand consistently. For the Charlie’s Travels content creators, we created a tone of voice writing guide: a list of spices to season the Charlie’s Travels sauce.
We created and carried out the social media strategy while testing different landing pages, copies or visuals and growing according to the monthly sales goals. We created different creative campaigns while ensuring total consistency across all channels. We wrote must-read blogs and in-depth articles that didn’t only challenge the stereotypical perspective of the continent, but also delivered high SEO performances. We set up a YouTube- and video channel for bringing the vibes of African travel destinations straight to your living room.
We set standards in responsible tourism by translating sustainability projects into visuals and written content: behavioural guidelines, flight compensation options and by putting the spotlight on the real heroes on the ground who create an authentic experience and exchange for travellers.
“For multiple years now, I’ve had the pleasure of working with Tinke and Maudy for my travel agency. The company breathes good content and masters online marketing like no other. We created this framework together – as the company is still quite young. In no time we grew into a professional online marketing organization, and without Tinky and Maudy that would not have been possible.
Maudy is a hard worker: studious, disciplined and a good all-round marketer who knows something about everything. With her willpower and ambition, she knows how to get the job done. Tinke is a creative with amazing writing skills. Good copy that fits your organisation is hard to find, and therefore golden. Together with MT. Tinke managed to articulate the company’s vision and strategy.
This duo is powerful. With a heavy heart I am writing this recommendation, but: Angels need to spread their wings ;)”
– Charles Witlox, founder Charlie’s Travels
We see every challenge like a collaboration. Your story. Our strategy.
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