This is a case study about Andean Photo Expeditions, a photography tourism company based in Peru.
Andean was created in 2017 by a French and a Portuguese photographer who fell in love with the Peruvian landscape, culture, and traditions. They share their unique experiences with the local communities and help preserve the rawness of Peru.
This project involved a full development of the brand as well as the creation of visuals (photography + videography) and copywrite material.
1 – Goal
- Brand Identity, Tone of Voice, Positioning, Copywriting, Typography Design, Creative Campaigns
- Website design & development
- Digital Marketing Strategy
- Content Strategy
- Social Media Management
- Photography & Video content
4 – Website development
The website www.andeanphotoexpeditons.com was developed by its founders – one of them being one of the co-founders of Fusion Media – Pedro.
Color Scheme: National Geographic – creating an instant and subconscious sense of connection and security. Easily associated with photography, travel, and exploration.
SEO work: Focused on the visited locations and keywords connected to the photography world.
Services listed: Tours divided according to their location and duration. This provided the customer with a clear pattern of choice, be it by geographical location or amount of days available to travel.
Tone of voice: Simple, informative, direct, and cultural.
Message: Support the local communities, provide a different, unique, and real experience. Travel off the beaten path.
Target market: Photographers from all levels – from simple enthusiasts to full professionals.
5 – Digital Strategy
Andean fully depended on its online presence and operated 100% online.
From an early beginning, there was a massive investment in the quality of the images produced as the pillar of Andean’s communication.
The priority channels for promotion were :
- Direct sales through the website ;
- Tripadvisor and Viator;
- Social Media (Instagram & Facebook);
- Find Local trips (an online platform for South American tours);
- Editorial presence (National Geographic & Lonely Planet).
6 – Social Media Management
Social Media is essential when it comes to a service based on photography, tourism, and traveling off the beaten path.
The guides and photographers of the company work as its main identity so it is expected that Instagram would be the main social network to invest in.
All together and on Instagram alone, the 3 photographers on Andean + the Andean page itself have a total of around 70k followers, allowing for over 1 Million post visualizations on a weekly basis.
Pedro – Around 27K
Dan – Around 10k
Alex – Around 27k
Andean – 7.5k
This provided an important channel to advertise tours and reach the target audience directly through social media.
7 – What was achieved
Andean Photo Expeditions grew steadily for the past 3 years and expanded its services throughout Peru and crossing the border to Bolivia.
They’ve had 2 certificates of excellence by Tripadvisor and were considered a Traveller’s choice for 2020 in Peru.
They have over 110 individual top rate reviews (5 stars) on the platform.
They have also had the honor of being published in National Geographic Uk Traveller‘s magazines in 2 different editions in 2019.
They’ve been selected by The Lonely Planet Peru Travel Guide 2019 edition and are the first recommended agency to travel within Cusco.