In the crowded luxury travel market, "prestige" is often claimed but rarely felt. I was hired by Discover Africa Safaris to position their brand as the definitive leader in the African safari space. The objective was to secure standalone, Tier-1 global coverage that bypassed the typical travel review and established the brand as the absolute authority on African exploration.

The Strategy

Tier-1 journalists at CNN Travel do not take sales pitches; they take high-stakes human stories. I identified a universal, high-impact hook: Survival expertise for face-to-face predator encounters. By utilizing the co-founder’s first-hand experience in Northern Botswana, I crafted a narrative that blended raw adventure with professional safety expertise. We positioned the brand as the expert guardian of the African experience. This strategy allowed us to weave the brand’s core messaging and luxury offerings into a viral, human-interest story that resonated with international editors and drove massive engagement without sounding "saley."

The Result

The campaign delivered the "holy grail" of earned media: a standalone, high-traffic feature on CNN Travel. The story achieved total international syndication, placing Discover Africa Safaris at the center of the global conversation on elite travel.

• Standalone feature placement in CNN with massive international reach.

• Reached millions of high-net-worth readers through 100% organic global pickup.

• Successfully transitioned the brand from "tour provider" to "global safari authority."