Case Study: The Great Projects clarifies brand positioning and boosts engagement with Peek Creative

The Great Projects boosts website KPIs and clarifies brand messaging with Peek Creative

Peek Creative was hired by The Great Projects, a business supporting responsible tourism by offering wildlife conservation trips. The customer's challenge was to clarify its two key offerings, Wildlife Conservation Volunteering and Destination Tours, to avoid negative associations with the criticized "voluntouring" trend and to clearly position them in the market.

The solution from Peek Creative involved extensive research to redefine the company's brand positioning. They articulated two distinct propositions: "Projects: Do More" for active volunteering and "Signature Tours: See More" for observational holidays. This strategy was implemented across the website and marketing collateral. The results included significantly exceeded website KPIs, increased client engagement, and clearly defined core marketing messages.

The Great Projects