The Great Projects
The Great Projects provides unique ways to contribute to helping the World’s most endangered species. Peek’s challenge was to rationalise their two key offerings of Wildlife Conservation Volunteering and Destination Tours and clearly position them for the Great Projects.
Responsible tourism starts here
According to Pippa Biddle, author of The Voluntourist Dilemma, travellers rebelled against package trips and resorts and wanted a more authentic experience – and they were willing to pay for it. So ‘Voluntouring’ was born.
But this new term, along with others, was being heavily criticised by the national press so it was important for The Great Projects to be clear what they offered and why to avoid any negative associations with the current trend.
Peek evaluated the terms being used and conducted research into the industry and recommended avoiding the use of any of the trending terms. This led us to then help clarify The Great Projects’ position as:
“The Great Projects is a business that supports Responsible Tourism.”
The two main offerings were distilled into:
Projects : where the offer was to take a more active role and all about volunteering to help save some of the World’s most endangered species.
Signature Tours : where the offer was to take a more observational approach to the holiday and have the option to get a taste of volunteering with leisure time and sightseeing to explore the destination afterwards. It also offered three comfort levels,
Projects : Do More
Signature Tours : See More
The two propositions were then visually integrated into the website and became the core messages across the company’s marketing collateral.