Website case study
Ashanti African Tours Foundation
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Project overview
Ashnati African Tours is a well-established DMC operating tours across West Africa. They are widely recognised for their ethically run experiences and commitment to sustainable development.
The company has maintained a strong partnership with The Adventure Connection, and in 2024, they collaborated to organise a Fam trip showcasing Ghana to UK tour operators. Mark Wright, Founder of The Adventure Connection, joined the trip and was deeply impressed by the company's commitment to supporting local communities and protecting the environment through its dedicated foundation.
Ashanti African Tours, a well-established inbound operator, has a well-developed website showcasing its tour offerings. However, it does not clearly highlight how the company's revenue supports local development projects. Sharing the company’s ethos and dedication to sustainability, Mark Wright, decided to donate a dedicated website to the Ashanti African Tours Foundation.
The goal of this project was to give more visibility to the Foundation, showcasing how much it has achieved in preserving wildlife, protecting local habitats, fostering education and empowering local communities.
Project objectives
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Create a separate dedicated website for the Ashanti African Tours Foundation
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Highlight the initiatives and conservation projects led by the Ashanti team
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Clearly showcase the long-term local benefits and impact the tour company has achieved over the years
Strategy & approach
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Gain an in depth understanding of all the initiatives Ashanti African Tours is currently involved with and the projects it has completed so far
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Research the best webpage designs for non governmental organisations focused on conservation and development projects
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Create a website that clearly outlines how the foundation operates, highlights its achievements to date, and showcases its ongoing and future projects
Execution
Planning
The planning stage primarily focused on gaining an in-depth understanding of the foundation to determine the site's structure and layout. Though the project was gifted, the project followed a coordinated timeline with The Adventure Connection and Ashanti African Tours. It was also integrated into a broader general marketing campaign where the website was designed as a key tool to raise awareness of the work that Ashanti does, highlighting their services and sustainability initiatives while also showcasing the foundation’s mission and impact.
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Process
The Ashanti team provided detailed documentation on the foundation’s past and current projects, forming the basis for the website copy written by The Adventure Connection team. Most of the visual content was provided by Ashanti and Mark Wright, who had taken relevant pictures during the recent Ghana Fam Trip he attended. This was important for showing the ‘real’ face of the projects as well as the people behind them. This was crucial in presenting the authentic impact of the organisation and highlighting its achievements.
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Production
The website was developed on WordPress, as requested by the Ashanti team, who prefer to manage their sites in-house. This allowed them to maintain control over both the hosting and content once the site was delivered. The first stage of the development was coordinated internally within The Adventure Connection team. The final version was presented during the company’s regular briefings. Once the Ashanti team approved it, they gained access to the site and transferred it to their dedicated domain.
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Results
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The website was successfully launched on schedule, containing four pages showcasing the achievements of the foundation and its future projects
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The website was integrated into Ashanti's overall online marketing campaign and was also highlighted in a dedicated press release published by the African Travel & Tourism Association (ATTA)
Client testimonial
"We had been thinking about creating a website for the Ashanti African Tours Foundation for some time but other priorities always seemed to take over. Having worked with The Adventure Connection for years, we couldn't think of a better agency to bring this vision to life. They really understand our work, share our commitment to sustainable development and are very much aligned with our ethos of giving back to the local community.
The website they built absolutely nailed all the important information about the Foundation in a clear, concise and straightforward way. Receiving such high-quality service as a gift to the Foundation means a great deal to us and has strengthened our long-standing partnership with The Adventure Connection."
Mark Williams, Founder of Ashanti African Tours