Discover Africa, a safari travel agency based in Cape Town, has appointed PR Agency One to help raise its profile and support online sales activities.

The Manchester PR agency won the business after the travel agency had contacted a number of international PR agencies which it regarded as online specialists. Discover Africa is keen to drive its international awareness and was seeking an agency from outside its SA base.

PR Agency One is retained by other overseas clients based in the USA, Ireland, Holland and Switzerland.

SafariDiscover Africa wants to highlight its varied selection of safari holidays through extensive delivery of ‘big content’.

The first new campaign will feature safaris to the Serengeti and the initial use of ‘big content’ will be via the promotion of HerdTracker , a real time Google map, which shows instant updates of the migration’s precise location.

This is coupled with a migration map, which publishes accurate monthly migration predictions, based on data from the Serengeti itself.

Discover Africa employ 20 staff at its Cape Town admin base with further staff out in the field managing safaris. Andre Van Kets, a director of Discover Africa, said: “We needed an agency that was first and foremost a travel PR specialist but secondarily an expert in making ‘big content’, such as our herd tracker, successful. Understanding how ecommerce businesses operate and how PR can drive sales is a specialist skill.”

PR Agency One recently doubled its office space at its base in South Manchester.