Sierra Leone had the product — Atlantic surf beaches, rainforest, chimpanzees, a capital with genuine character — and almost no digital footprint to carry it. Search results reflected an old news cycle rather than anything a holidaymaker might act on. The board did not need a campaign. It needed infrastructure.

We built the national tourism website in a matter of months, with linked microsites for individual campaigns, then treated it as a publishing operation rather than a brochure: on-page and off-page SEO, and a sustained editorial programme that is still running today. We set up and now run the board’s social channels. And we brought in creators to supply the independent voices a new destination cannot generate for itself. Alongside the public site, we built the board a stakeholder management and operator licensing platform — the unglamorous half of a national tourism authority’s job.

Organic traffic grew by an order of magnitude, and search positions climbed steadily with the publishing volume. The social programme lifted brand reach into the millions and made Sierra Leone one of the most visible destinations in the region online. The creator campaigns produced a substantial library of articles and video — content the board still owns and still uses.