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Natural World Safaris

Safari & Adventure Travel

The Dovetail Agency

Brief

Dovetail was tasked to promote the launch of small ship summer expeditions to Svalbard by wildlife travel outfitter Natural World Safaris. It exclusively chartered 12-guest vessels to sail the Spitsbergen archipelago in search of Arctic wildlife.

Implementation

Dovetail created a series of news releases which presented the concept of a new ship for the season and the appointment of specialist expedition leaders and photographers. This included TV presenter and naturalist Steve Backshall, an introduction first made by Dovetail for Natural World Safaris.

Dovetail arranged for the hosting of three leading lifestyle publications on media sailings, including the cover story for Harrods Travel Magazine, a dedicated feature in British Vogue and an extensive travel feature in 1843 by The Economist: the first press trip the editor chose to join. Additional news mentions were secured as snippets in both consumer and trade titles, including The Week, Lonely Planet Traveller and Selling Travel. Most recently, Dovetail secured extensive exposure for a Spitsbergen voyage as part of the prestigious prizes for the Telegraph Travel Reader Awards.

Dovetail developed a brand partnership with Swarovski Optiks to secure a branded Natural World Safaris spotting scope onboard the ships for the season. Introductions were also made for Natural World Safaris by Dovetail to influential philanthropic organisations championing conservation including WildAid, Perfect World Foundation, and Elephant Family’s Animal Ball.

Results

The PR campaign created by Dovetail helped to support the Arctic becoming one of Natural World Safari’s most popular destinations.

Following her press trip, Jan Masters, editor of Harrods Travel, said "I will never forget my Arctic adventure, from circumnavigating monolithic icebergs to the extraordinary moments when we were privileged to be in the presence of polar bears – we saw an astounding 25 during the trip (yes, we were counting). The experts at Dovetail had done their homework. They totally understood my requirements as a photojournalist and knew that Natural World Safaris would be a perfect fit. The result was a story that captured readers’ imaginations and looked spectacular on the page."