Responsible wildlife encounters
Three masted sailing ship on a polar marine life vacation in Arctic Spitsbergen. Photo by Christine Nicol.

March 8, 2018


Aqua-Firma is a tour operator which offers responsible wildlife encounters led by world-leading experts in wilderness locations around the planet. Its unique adventures bridge land and sea from the Equator to the Poles and, where possible, brings clients into close proximity to wildlife and marine life whose conservation and research the company helps to fund.

The challenge

Aqua-Firma wanted to reach its target audience and potential customers by showcasing its high quality, responsible wildlife encounters in ABC1 titles as well as diving and yachting publications.

The strategy

  • Set up and run an effective press office
  • Showcased Aqua-Firma’s exciting and unique offerings to targeted media
  • Ensured a regular drip-feed of interesting stories for media by issuing releases about new products and expanded trip portfolios including whale shark tours, polar expeditions, small group safaris and blue whale voyages.
  • Continually monitored for timely, topical and relevant hooks to pitch Aqua-Firma’s tours and/or comment from spokespeople.

The results

  • Quality coverage secured in both wider consumer and specialist titles, perfectly placed for Aqua-Firma’s audiences, including; Stylist, The Telegraph, The Times, The Scottish Sun, World of Cruising, Yachting Monthly and Diver.
  • Aqua-Firma’s founder, Ralph Pannell, featured on the Mail Online, among other publications, commenting on whale shark cruelty, raising awareness of the threat the species faces and underlining the company’s stance on animal welfare, conservation and responsible travel.

As Associate Director at Rooster PR, Melissa was responsible for running the Aqua-Firma comms team. She worked for the agency from 2014-2018.

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