Website case study
Liberty Africa Safaris
Project overview
Part of the Liberty International Tourism Group, Liberty Africa Safaris is one of the most well established inbound tour companies in East Africa. They have a strong sustainable ethos and work purely B2B.
Challenges:
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Over the years, lots of content had been added to their existing website making it cluttered and hard to navigate.
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The site also had an outdated design and was not mobile adapted.
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The busy local team had very little time to devote to creating a new website or updating it once published.
Liberty wanted to get their new website up and running with minimal input. They realised that a general web development company would require a lot of background briefing to understand the needs of a B2B audience and the nuances of what Liberty offered.
Our expertise in the travel industry meant we knew exactly what tour operators are looking for when they visit a DMC website. We also knew both the destination and Liberty very well, so we could effortlessly articulate their unique selling points.
Project objectives
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Create a website that effectively showcases Liberty Africa Safaris' offerings, key messages, and unique selling points to a B2B audience
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Utilise a simple development program that the Liberty marketing team could easily update in house after publication
Strategy & approach
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Clearly identify the requirements and wireframe with the Liberty team
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Schedule clear client approval touchpoints within the timeline (so Liberty knew exactly how much time they needed to devote to the project and when)
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Collaborate with the Liberty team to gather essential content and access their image bank, ensuring a unique and professional-looking designed site
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Develop a draft version of the website, allowing for feedback and any necessary additions within the timeline
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Once approved, train the team on how to edit and maintain it internally
Execution
Planning
A detailed wireframe was created, mapping out the placement of images and text to align with the client’s objectives. A precise timeline was established, ensuring each phase of the project stayed on track.
Regular check-ins helped maintain progress and quality throughout the production process.
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Process
The Adventure Connection marketing team led the design process, building the site on a template tailored specifically for B2B travel companies and customizing it with Liberty’s branding.
With a longstanding relationship with Liberty and firsthand destination experience running a Fam Trip for UK tour operators, Lucy was able to curate the most relevant content - showcasing Liberty’s professionalism and strong commitment to sustainability.
2
Production
The production process was structured into three phases, with two review sessions involving both teams. The initial phase focused on building the site’s structure and creating content. During the first review, necessary updates—such as copy refinements and stock image selection—were identified. The second review session concentrated on final design adjustments.
After the site had gone live two training meetings were conducted to ensure Liberty’s team felt confident in maintaining and updating the site independently.
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Results
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The website was successfully launched in the beginning 2024 and presented at the annual event of the Liberty International Tourism Group
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Liberty were delighted with how the new website clearly and simply showcased the team’s story, and the company offering
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More than 25 blog articles have been published by the Liberty team since the site’s launch
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More than 75 enquiries were submitted through the site’s forms since the launch
Client testimonial
“We approached The Adventure Connection to revamp our website for Liberty Africa Safaris. Our old site was quite outdated, difficult to navigate and overloaded with information. The TAC team took the time to understand our needs and the results were beyond our expectations. Working with The Adventure Connection was a real pleasure - they made the entire process smooth and kept us informed every step of the way and delivered everything bang on schedule. We're thrilled with our new website and very grateful for their expertise.”
Annie Corcoran, CEO Liberty Africa Safaris