Client: Africa Exclusive
Industry: Luxury Travel & Safaris
Location: UK & Africa
Event Venue: Royal Automobile Club, Pall Mall, London

Background

Founded in the 1980s by visionary safari pioneer John Burdett, Africa Exclusive has spent decades crafting bespoke, high-end African safari experiences. Over time, the loyal customer base John built began to age, with fewer returning to book new trips.

Enter the next generation: Laura Burdett, John’s daughter, who took over as Managing Director. Her mission was clear — revitalise the brand’s audience and build a new database of affluent, adventure-ready travellers.

The Challenge

Africa Exclusive had a powerful story, stunning experiences to offer, and decades of credibility. What it needed was access to a new generation of potential clients — individuals with the means and mindset to invest in a luxury safari.

With no clear route to reach this new audience, Laura partnered with us to create a fresh marketing approach that would honour the brand’s heritage while opening the door to new connections.

Our Solution

Step 1: Strategic Marketing Plan

We worked closely with Laura to develop a focused marketing plan, built around three core goals:

• Build a new high-quality prospect database
  
  
• Showcase the Africa Exclusive experience in an engaging, immersive way
  
  
• Connect with aligned audiences in exclusive spaces
  
  

Step 2: Targeting the Right Audience

We identified the prestigious Royal Automobile Club (RAC) in London as an ideal platform. With over 18,000 members — many of them affluent, active, and adventurous — the RAC provided a perfect match.

Better still, the RAC Photographic Society expressed interest in hosting an event themed around wildlife photography, providing a natural and relevant way to introduce Africa Exclusive to members.

Step 3: Curating an Unforgettable Event

We collaborated with the Photographic Society to craft a compelling evening, securing:

• Warren Samuels – a legendary wildlife cameraman best known for his work on Big Cat Diary – as the keynote speaker.
  
  
• A special appearance by the David Sheldrick Wildlife Trust, celebrating its 40th anniversary and presenting its remarkable conservation work.
  
  

The event combined world-class storytelling, conservation insight, and a captivating visual journey into Africa’s wild heart — an authentic reflection of the Africa Exclusive experience.

The Results

The event was a resounding success, both in atmosphere and outcomes:

• 55 engaged RAC members attended
  
  
• Numerous qualified leads were captured
  
  
• One safari booking alone generated over £50,000 in revenue
  
  
• The David Sheldrick Wildlife Trust received £30,000 in donations
  
  
• Africa Exclusive built a new, vibrant prospect database of individuals aligned with their values and offering
  
  
• Warren Samuels was so well-received that he was invited to become a guide on future Africa Exclusive safaris, adding further storytelling magic to the guest experience

‍

Conclusion

This collaboration marked a powerful turning point for Africa Exclusive. By strategically positioning the brand in front of the right audience — and delivering an evening of meaning, beauty, and insight — we helped bridge the gap between legacy and future.

Africa Exclusive now has a rejuvenated pipeline, a strengthened conservation connection, and a powerful new advocate in Warren Samuels — all stemming from a single, well-executed event.

‍