Dune & Atlas Expeditions
A brand, a content system and a search strategy for a family-run desert outfitter.
Post project result
Of bookings now direct or organic, up from under 10%
- Year
- 2025
- Services
- Brand StrategyVisual IdentitySocial Media SystemsSEO Optimization
- Result
- Of bookings now direct or organic, up from under 10%
Dune & Atlas run 4x4 routes and a permanent camp outside Merzouga. Two brothers, eight guides, and a product good enough that guests cried at the dunes — but almost all of it sold through touts, hotel desks and commission-hungry middlemen who owned the customer relationship end to end.
A Great Trip Nobody Could Find
The reviews were extraordinary and the online footprint was almost nothing: a dormant Facebook page, an Instagram account with 900 followers and eleven posts, no site worth the name. Every booking came through an intermediary taking 25% and handing over a guest who would never learn the company's name.
Naming the Thing They Actually Sell
The identity started with a distinction the brothers made constantly but had never written down: they run expeditions, not tours. Small groups, real routes, guides who grew up on them. We built the brand around that word — a mark based on a compass bearing, desert-worn colours, and photography shot at the hours a tour bus never sees.
A Content System the Guides Can Run
The guides are with the guests at every good moment, and they all carry phones. So instead of flying a crew out quarterly, we built them a system: eleven repeatable shot types, reel templates in the brand, and a weekly rhythm that takes about twenty minutes of a guide's day. We handle the editing, posting and replies from our side.
What the System Includes
- 01
Field shot lists covering the camp, the route and the arrival at the dunes.
- 02
Reel and story templates in brand type and colour.
- 03
A seasonal calendar built around booking lead times, not posting streaks.
- 04
Managed community replies in English, French and Spanish.
Owning the Searches That Convert
Nobody searches for Dune & Atlas. They search for a Merzouga desert tour, a Sahara camp, or how to get to the dunes from Fes. We built guides and itinerary pages for those exact intents, fixed the technical foundation, rebuilt the Google Business Profile and put a review request into the end of every trip — right at the point where the guest is happiest.
“For fifteen years someone else decided what we were worth. Now people arrive already knowing our name, and they arrive asking for us.
Twelve Months Later
Commission paid to intermediaries is down by more than half, and the brothers now turn away the hotel desks that used to control their calendar. The camp sells out on its own name.
What actually changed
Destination keywords ranking in the top three
Of bookings now direct or organic, up from under 10%
Instagram followers, from 900 — with enquiries tracked to specific reels
Azur Transfers
ERP Implementation · Web App Development · Process Automation · API Integration