The Gambia had a new tourism brand identity and a website too small to carry it. The original scope anticipated minor enhancements. It became clear early that minor enhancements to a very small site produce a slightly better very small site, which was not what anybody actually needed. We said so, and the scope changed.

Rebuilt the national tourism website at many times its former scale — destinations, activities, events, accommodation, the practical detail on which a trip is actually planned. Mobile-first, because that is where the audience overwhelmingly is, and restructured so the navigation answers the only two questions a visitor has: what is there, and how do I go. Clean URLs, structured headings, real metadata and alt text throughout, on a platform that can take bookings and a second language later without starting again.

Then the off-page work, which is the part nobody photographs. We placed a captioned, keyword-tagged image library across the major open photography platforms — partly for the inbound links, partly so that a journalist or tour operator writing about The Gambia has decent pictures to hand instead of whatever turns up first.

Alongside all of it, we spent a year training the Board’s marketing team, in Banjul and online, on everything from do-follow links to structuring creator fee agreements.

The site went live at many times the scale it had before, built to be found rather than merely admired, and with a team inside the Board who can run it. The image libraries continue to generate links and supply the trade with usable visuals long after the project has closed — evergreen assets rather than campaign assets.