Tour Operator Case Study: Brom Tours Africa

Strategic Plan to Drive Growth and Reach New Audiences

The Challenge

Brom Africa is a tour operator and DMC (Destination Management Company) in South Africa that came to Arrival Projects for support with increasing visitors and students to their educational, culture, and safari programs.

The Context

Brom Africa was in search of a strategic plan to drive its growth and reach new audiences, in particular the American student market.

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.

The Methodology

Analysis and research: Arrival Projects 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.

The 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.