Babanango Game Reserve

The brief for this spec ad was to promote the fact that Babanango Game Reserve is now home to The Big 5 (lion, elephant, buffalo, rhino and leopard). The target audience are the readers of Travel Africa Magazine, a highly specific publication that primarily attracts people who:

• are over 41 years old (88% of readers)
• visit Africa once a year or more frequently (42%)
• European (61%)

The offer that was being promoted was a 5 night stay (tying in with ‘The Big 5’ celebration) for the price of 4.

Given the demographic we were trying to reach through this advert, the key areas that were focussed on were:

• exclusivity – a unique opportunity to be the first to see this at this restored ecosystem.
• luxurious – Babanango is high-end rustic, attracting those who don’t mind spending more for the privilege.
• ethical – the reserve is community lead, leased from the local people and providing many of them with jobs.

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