The Marine Megafauna Foundation was created in 2009 to research, protect and conserve the large populations of marine megafauna found along the Mozambican coastline. ‘Megafauna’ are large marine species such as sharks, rays, marine mammals and turtles.
These animals are key components of marine ecosystems but, as they are long-lived and have low reproductive rates, their populations are usually the first to be reduced by human pressures. Fortunately, they are also amongst the most charismatic animals on the planet and engender a high degree of public interest in their biology and conservation, making them useful ambassadors for the whole marine environment.
In 2018, with the help of a TIE placement, MMF launched MEGA expeditions, an opportunity for dive tourists to go on expeditions with MMF in Mozambique. From research done by a Stanford MBA internship this was deemed the most effective way for MMF to generate organic revenue to cover overhead costs and ensure its sustainability.
Matt Roach’s TIE placement with MMF helped launch MEGA Expeditions through a communications campaign. The Go Deeper campaign leveraged what differentiates MEGA Expeditions from competitors: MMF’s profound knowledge of the sea and prime location in Mozambique. Once the Go Deeper campaign was launched towards the end of 2018, the challenge then became how to reach its main audience and how to sell the diving spots — which was the focus of the following TIE project with MMF. You can read more about Matt’s campaign here.
Following up on Matt’s project with MMF, Mika Singh, a strategist from the WPP network, went on TIE in early 2019 to work with MMF. Mika created a sales pipeline for the diving expeditions that reached MMF’s target audience for this product: divers who have been to the world’s best diving spots and are looking for a tailored experience, assisted by MMF’s marine biologists.
Soon after Mika’s placement, however, cyclone Idai hit Mozambique, and we were really concerned. Not only due to the significant devastation, we were also concerned about the potential impact on the organisation, and their diving expeditions. Thankfully, Tofo beach made it through the cyclone without severe damages, and MMF’s August 2019 expedition is sold out!
This means they will be well on their way to be able to cover their major overhead costs for next year, proves the model works, and that the system created by Mika was a success. This will now allow them to start adding new locations to the offer, implementing Mika’s model to ensure continued success.