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The Challenge
Established walking safari operator with one of Southern Africa's highest-qualified trails guides, but website claimed "luxury" positioning that didn't match the reality of authentic bush experiences. Existing platform on Orca Funnels was limiting. Needed to differentiate from factory safaris while attracting international clients who valued authenticity over five-star frills.
Our Solution
Complete strategic repositioning from "luxury" to "Premium Adventure" – a category that accurately reflects Tsala's offering of high-quality lodges combined with authentic, guide-led walking experiences. Developed "Walk The Wild. Rest In Comfort" tagline. Built conversion-focused website with clear safari pathways (Walking Safaris, Tailor-Made, Signature Journeys). Implemented multilingual setup for German and French markets. CMS-driven itinerary pages for easy content management.
The Result
Clear market differentiation from both budget operators and luxury lodge safaris. Authentic positioning that attracts the right clients – those seeking genuine bush experiences, not resort amenities. Professional platform that reflects Koenraad's expertise and credentials without claiming to be something they're not.
What Makes This Result Phase 2?
Tsala Trails had world-class credentials but was trapped by positioning that didn't fit. Calling themselves "luxury" set expectations they couldn't (and shouldn't) meet. We found their true position – Premium Adventure – and built everything around it. Now their website attracts clients who want exactly what Koenraad delivers: authentic walking safaris with an exceptional guide.
“Ryan saw immediately what I'd been struggling to articulate for years. We're not luxury in the traditional sense, but we're definitely not budget. Premium Adventure captures exactly what we do – and now our website attracts clients who genuinely value the experience we offer.”
Koenraad Pretorius | Founder, Tsala Trails
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