Tour Operator Case Study: Steri Tours

Activating a Renewed Kenyan Tour Operator Brand

The challenge

Steri Tours, a boutique, women-led tour operator in Kenya, had a bold vision to showcase the country beyond safaris but struggled with visibility. Marketing lacked structure, cultural products needed definition, and a stronger brand message and go-to-market plan would support being seen as a credible partner.

The context

The challenge Steri Tours posed to Arrival Projects was visibility. Website content and marketing lacked clarity and structure, the team was too busy to manage systematic outreach to student groups or international agents, and products needed stronger communication.

Despite strong on-the-ground expertise and excellent references from previous guests, Steri needed a coherent brand message, new product narratives, and a go-to-market plan that would position as a credible partner for both agents and visitors. 

The Methodology

Arrival Projects started with a full content and positioning revamp. This meant rewriting the website with sharper, SEO-ready copy that told a new brand story built around African heritage, students, and cultural tourism.

We introduced a multi-channel activation plan with LinkedIn prospecting, email campaigns through CRM, and a content calendar across blogs, newsletters, and social posts. This also included media coaching for the founder.

Product development was also central: we worked with Steri to shape the story around a new flagship cultural immersion experience and how to talk about experiences at events.

The New Plan

The activation produced tangible outcomes. Steri now has a credible brand platform and refreshed content assets to compete in international markets.

We also built a pipeline of over 400 student trip organization and travel agent contacts and grew visibility significantly on LinkedIn.

The new plan gives Steri a sustainable roadmap to keep building awareness, closing partnerships, and driving bookings