The Client
Safari Frank is a family-owned, conservation-first African luxury safari and glamping company crafting authentic, off-the-beaten-path safaris across Africa. With roots in both Africa and Australia, their mission is to connect travelers to wild places through deep, personalized itineraries designed around sustainability, cultural immersion, and minimal-impact adventure. Catering to a mix of English and German-speaking high-net-worth travelers, Safari Frank stands apart through their direct supplier relationships, expedition-style safaris, and strong conservation ethos.
The Challenge
Safari Frank had carved out a distinct space in the premium safari market — known for expedition-style trips, direct supplier relationships, and a deep commitment to conservation. Their itineraries appealed to travelers seeking authenticity, expertise, and ethical travel practices. However, as the business matured, they identified the need to evolve their positioning to appeal to a more affluent, time-sensitive clientele — without compromising their brand integrity.
The challenge was twofold: elevate the brand’s perception to meet luxury expectations, and build a digital acquisition system that could scale lead flow across English and German-speaking markets. Their inquiry process was not optimized for high-end buyers, their ad campaigns lacked targeting precision, and their CRM and analytics setup limited follow-through. They needed a performance marketing foundation that could support both immediate lead generation and long-term brand repositioning.
The Solution
We deployed a fully integrated digital strategy aimed at repositioning Safari Frank from “premium adventure” to “luxury conservation travel” — while reinforcing the values that made the brand credible and distinctive in the first place.
- Luxury Strategy & Positioning Shift:
We worked closely with Safari Frank to redefine their messaging, visual cues, and customer journey in a way that appealed to luxury buyers without alienating their core identity. The revised positioning emphasized curated exclusivity, access to remote regions via trusted guides, and a values-driven travel ethos that felt elevated but grounded.
- Bilingual Creative Development:
We produced Meta and Google ad creative in both English and German, ensuring the tone, imagery, and value propositions resonated with luxury travelers in Europe and North America. Visuals leaned into intimacy, immersion, and personalized logistics rather than traditional 5-star clichés — crafting a narrative of purposeful elegance.
- Inquiry Form Redesign:
The original form was linear and generic. We rebuilt it into a lead capture flow that uses copy disqualification and other subtle tactics to encourage higher value travelers to fil it out. The form helped filter serious inquiries, while signaling the bespoke, high-touch nature of the planning process.
- Meta & Google Ads Execution:
We launched ad campaigns on Meta and Google, structured around buyer readiness, interest segments, and regional targeting. Ads were engineered to attract high-income, impact-conscious travelers — using storytelling and high-conversion creative that emphasized exclusivity, ethics, and rare access to remote destinations.
- Landing Page & Funnel Optimization:
We guided the design and structure of new landing experiences optimized for mobile and ad traffic. Copy hierarchy, call-to-action pacing, and content blocks were aligned with luxury buyer psychology — offering enough depth to signal credibility, while minimizing decision friction.
- UX/UI and CRO Consulting: A thorough analysis of Kuoda’s website led to recommendations for improving user experience and conversion rates. Key site elements were redesigned to create a smoother user journey.
- Website Analytics: Advanced tracking tools like heatmaps and user behavior recordings were implemented to gather insights into user behavior and website performance, enabling informed decision-making for future improvements.
- Form Design: We redesigned inquiry and booking forms to be more user-friendly and support lead qualification which reduced the amount of in transparent, low quality leads.
- Analytics & Attribution Overhaul:
We implemented a full tracking stack across Meta, Google Ads, and GA4 — including pixel events, conversion goals, and UTM parameters. This allowed the team to monitor campaign performance with precision and make data-driven decisions based on real funnel activity, not just surface metrics.
- Salesforce CRM Integration & Lead Handoff:
We advised on Salesforce configuration and best practices for luxury lead management. This included lifecycle stage mapping, tagging logic, and sales team alerts to ensure that no qualified lead slipped through the cracks. The internal team was now able to follow up quickly, with greater context and clarity.
- Automation & Workflow Support:
We set up automations for lead acknowledgment, lead nurturing, internal notifications, and sales follow-ups — reducing the manual workload and ensuring faster response times, especially across time zones. These automations enhanced operational efficiency while preserving Safari Frank’s personalized service ethos.
All components of the system — from multilingual ad creative to the redesigned inquiry flow — were engineered to function within a cohesive, trackable, and scalable architecture. Campaigns were segmented by geography, language, and buyer intent, supported by attribution modelling through Meta Pixel, Google Ads conversions, UTM parameters and GA4 events. The new form logic integrated seamlessly with Salesforce, enriching each lead record with pre-qualified data and enabling faster, more informed follow-up. Automated touchpoints ensured responsiveness without manual overload, while landing page enhancements improved mobile usability and lowered cost-per-acquisition across regions. The result is a technically sound, performance-driven funnel designed to support Safari Frank’s shift toward a luxury market position with full control and visibility at every step.
The Result
Safari Frank now operates with a digital foundation that supports both luxury sales enablement and lead generation. The repositioning toward luxury has already begun resonating with high-value travelers, supported by a conversion-optimized funnel, bilingual ad campaigns, and CRM-integrated lead workflows. The new inquiry process delivers better-qualified leads, while tracking infrastructure ensures every campaign is attributable and measurable.
This project helped transition Safari Frank from a niche premium operator to a credible, scalable luxury safari brand — without losing the conservation-first values and expedition DNA that make them truly different.