ROAR AFRICA
New York & Cape Town
​
Luxury Travel (Brand Strategy, Communications, and Psychological Sales Techniques)
Living between NYC and SA for the past twenty years has given visionary ROAR AFRICA founder and owner Deb Calmeyer the deepest understanding of how discerning Americans want to travel in Africa. She and her US and South African staff provide a cultivated range of storybook experiences along with the ultimate in insider access, all married with an extraordinary dedication to making every detail perfect.
Mercurylab worked with ROAR AFRICA on deep brand excavation and strategy, guiding them in calibrating the company’s extraordinary “best of the best” positioning. Through their new positioning, we were able to bring the company’s bona fide commitment to the preservation and protection of Africa more front and center in their ethos and communications. We developed and wrote new external messaging and communications, as well as staff training and tools to use in a more psychologically based approach to sales, along with website and social media consultation.
ROAR AFRICA have gone on to win a plethora of international recognition and accolades, including Condé Nast Traveler ‘Top Travel Specialists 2019, 2018 and 2017’ Travel + Leisure ‘World’s Best Awards 2018’.