Looking beyond a name
Issue 4 (May 2009) Luxury safari group CC Africa (Conservation Corporation Africa) has changed its name to andBEYOND.


The new name comes after the group expanded into India.

“Our former name, CC Africa, was far from ideal,” said Nicky Fitzgerald, Group Marketing Director of  andBEYOND.

“The word ‘Africa’ no longer accurately reflected the company’s operating regions. And research indicated that, while ‘Conservation’ was an important value, it was not a primary motivator for first time guests. While the word ‘Corporation’ was something of a dampener because no one wants to go on holiday with
a corporation!” she added.

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