The all-new FTT website (www.fairtradetourism.org.za) – along with the new-look certification label and fresh, new brand – launched at INDABA 2013 in Durban and was the subject of many a “ooh” and “aah” among the domestic and international tourism fraternity.
“We’ve changed our name, rebranded with a vibrant new logo and have given our certification label a fresh new look. Plus, we’ve just launched our new website,” says FTT marketing manager Katerina Mancama.
“Our intention is to visually signal to the tourism industry and the responsible traveller our development as an organisation and our plans of becoming a regional Fair Trade Tourism certification authority,” she adds. “The new-look brand is symbolic of our progress over the past decade. It’s a makeover on the outside to match the changes happening on the inside. And the new label shows our transformation from a hybrid certification-cum-development organisation into a dynamic, professional market development organisation with one or more outsourced certification service providers.”
With the generous support of the Swiss State Secretariat for Economic Affairs and other donors, FTT will stimulate supply of certified tourism businesses in Southern Africa, with Madagascar being the first destination, outside of South Africa, expected to launch Fair Trade Tourism certification shortly.
“The new brand and website are designed to appeal to a new type of traveller, a more conscientious tourist who chooses an experience that has a feel-good kickback,” says FTT general manager Kathy Bergs. “Hence our bold new pay-off line: Fair Trade Tourism: The mark of a good holiday.”
Have you noticed our shiny new business suit?
Built and developed by Flow Communications, the new FTT website is an online portal for multiple audiences.
- FTT-certified places to stay and things to do, Fair Trade Holidays and specials are provided for the responsible traveller who wants to plan their Fair Trade holiday
- Those in the tourism industry can access information about tours and holiday package certification, as well as various marketing information and training opportunities for the trade
- Tourism reporters and those in the media have access to FTT factsheets, media galleries, press releases and information archives
- Tourism businesses that are already certified, or those interested in FTT certification, have resources at their fingertips – from information brochures and FTT standards, to an online application that starts the FTT-certification process.
“The site required a clear user-interface strategy, since it had to appeal to multiple audiences, promote content pertinent to those users and at the same time enable browsing across the different interest groups,” says Flow media developer Kate Rau. “Plus, it had to be a portal that FTT could use to promote its workshops, online training programmes and the FTT-certification process.
“We devised the site structure using comprehensive wireframes and design templates for each of the landing pages, and cross-promoted other user interests and related content via buttons, forms and labels on the site,” she says.
Flow programmer Darren “Da Boz” Caboz worked with Kate and George Xafis, who designed the gorgeous new-look site, in developing a content-rich portal that serves the client’s needs.
“Translating responsible tourism and the FTT certification concept, design and user strategy into the new website was a challenge, but I feel privileged to have been part of its creation,” says Darren. “FTT’s fresh new online presence now represents the organisation’s growing business plans, and the website will help to grow global understanding of what FTT does and what Fair Trade travel is all about,” he says.
Roshni Nana, Flow’s FTT project manager, agrees: “Looking back at the website and how it evolved, I am extremely proud of the team that worked on this project as well as the client’s involvement and input at every milestone. We’re thrilled to be working with FTT.”