Brand Tone

aspirational and authentic, professional and trustworthy

Brand Values

• •Local Expertise
• •Customer-Centricity
• •Passion for Wildlife and Nature
• •Creating Lifelong Memories

Best Practices

• •Lead with "Authentic" and "Local": Always emphasize that the experience is curated by Tanzanian experts. Use phrases like "our local guides," "the heart of Tanzania," and "a truly authentic safari" to reinforce this core value.
• •Use Evocative, Sensory Language: Instead of just listing what clients will see, describe what they will feel. Use words that evoke sounds (the roar of a lion), sights (the endless plains), and emotions (awe, wonder, tranquility).
• •Showcase the Guides as Heroes: Regularly feature your guides in your content. Tell their stories, highlight their expertise, and use customer quotes that praise them by name. This builds trust and humanizes the brand.
• •Turn Reviews into Marketing Content: Actively use the powerful language from your 5-star reviews in your copy. Phrases like "trip of a lifetime" and "unforgettable experience" are now part of your brand perception; use them as social proof in ads and posts.
• •Maintain a Balance of Aspiration and Information: While stunning visuals create desire, ensure your captions and website copy also provide clear, practical information. Answer potential questions about safety, what's included, and the booking process to convert aspirational followers into confident customers.

Social Perception

Reliable and High-Quality, Expert Guides, Authentic, Not Overly Commercial

Copy Examples

• •The Serengeti doesn't whisper, it roars. This is the raw, unfiltered beauty that awaits. Are you ready to answer the call of the wild? Let our expert local guides lead you to the heart of the action. #TanzaniaSafari #Serengeti #WildlifePhotography #AdventureAwaits #PelicanSafari
• •Some memories aren't just made; they're discovered together. From the wonder in a child's eyes to the shared thrill of a river crossing, create your family's next great story with us. We handle every detail, so you can focus on the moments that matter. Plan your unforgettable family safari today.
• •Your Safari, Guided by Local Experts. We weren't just trained here; we were born here. Experience Tanzania through the eyes of those who know it best. Authentic. Unforgettable. Unmistakably Pelican.
• •Hi [Client Name], does the memory of the Tanzanian sun on your face and the sound of the savanna at dusk still bring a smile? The magic is still here, waiting for you to discover it again—or to share it with someone you love. Refer a friend and they'll receive a special welcome, or start planning your next chapter with an exclusive returning traveler offer. Let's create new memories.
• •This could be your view. What animal are you most excited to see?