Luxury safari company undertakes global rebrand

Conservation Corporation Africa, the luxury safari company, has changed its name to &BEYOND. The move is part of its plans to embark on a global expansion programme.

With around 20% of its total customers coming from the UK, it will build luxury lodges in northern Kenya and southern Tanzania, as well as a move into Central and South America. It is also in discussions with the Madagascan Government to construct and manage luxury lodges in the country’s national parks.

In April, the company appointed BBDO South Africa to create an international campaign, which is scheduled to roll out in 2009.

In August, it opened two new lodges in Botswana and it is now opening new sites in India, the first of which is scheduled for December.

The process has also included a new website and an internal campaign to staff in Africa and India, as well as communications to the global travel trade, guests and stakeholders.

&BEYOND group marketing director, Nicky Fitzgerald, says: “We believe the new name more appropriately reflects where and how we operate, and where we plan to operate.”

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