Strategy | Web

Reuters +

Moments of Wonder

The Brief

How can we ignite interest amongst Reuters’ influential audience and encourage them to consider the Maasai Mara as their next travel destination?

The Solution

Use ‘moments’ from the Wildebeests migration through Kenya to tell the story of their influence on the people and culture.

Background

The Narok County Tourism Board, a client of Reuters Plus (the branded content arm of Thomson Reuters) were looking to promote the Maasai Mara by showcasing the Great Wildebeest Migration alongside the rich culture and history of the region and its people.

Whilst we were creating the website, the Reuters Plus team were out in the Massai Mara filming a three part documentary series. Our strategy and concept was shared with this team, so that they could capture the relevant footage, imagery and interview the right people in support of the site.

Our Approach

We identified a series of ‘Moments of Wonder’ sparked by the Eighth Wonder of the World: The Great Migration. A key focus of these moments is the interaction between the Maasai people and the world around them. Understanding them. Learning from them. Walking in their sandals.

The Moments of Wonder

The Beginning: Sense the anticipation of the journey
The Plunge: Live the rush of a do-or-die decision
The Arrival: Feel the excitement of coming home
The Conflict: Strike the balance between old and new
The Feast: Thrill to the joy of tribal celebration

A rich mix of articles, documentary videos, beautiful imagery and listicles; each highlighting the interconnected ecosystem that exists between the Maasai people and the great migration. Innovative web techniques were used to help immerse the viewer in the world of the Maasai mara.

Moments of Wonder
Moments of Wonder

Tilt expertly worked with us to bring the complex eco-system of the Maasai Mara to life through innovative digital strategy and design. The final product is visually stunning, easy to navigate and deep in meaning. We will brief the team – Chris, James and Ivor – the next time we’re looking to take things to the next level.

Stephen Cunningworth Senior Project Manager