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Setting the style for a bespoke travel agency

Background Blue Diamond Travel is a recent entrant to the online travel business. The target market has plenty of cash to spend on foreign holidays, it reads avidly on the subject, yet it often needs prompting for ideas.

The Blue Diamond site had to convey authority from day one. Travel stories had to fire the imagination, sound as if they were written from first-hand experience, and contain just enough facts to satisfy an information-hungry audience.

My task was to research and write the general pages and a representative sample of the destination pages. The Blue Diamond team would then base future stories on my stylistic template.

 
Pebbles and shells
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Namibia
emptiness and profusion in equal measure

The red-duned and pebble-strewn expanses of Namibia are as alien as an earthbound landscape can get. To stand on the western shore with the mist drifting in across the rusting hulk of a diamond-dredger is to experience utter desolation. No blade of grass, no sign of life, not even the bones of the crew remain to remind you that this is an overcrowded yet abundant planet. Here is emptiness made palpable.

Inland, the spaces are just as vast, yet teeming with wildlife. From the lone gemsbok chewing sustenance from a dried twig, to the dazzling herds of zebra that gather round the waterholes of Etosha, this is nature at its most adaptable.

In Namibia, emptiness and abundance are two sides of the same glittering coin.

Official name: The Republic of Namibia
Size: 318,000 square miles (824,000 sq km) – more than three times the size of the UK
Borders: Atlantic Ocean (to the west); Angola and Zambia (to the north); Botswana (to the east); South Africa (to the south)
Population: 1,700,000
Capital city: Windhoek
Currency: South African Rand


['Cities' copy template]

Cape Town
where worlds and oceans meet

Cape Town…the name reeks of tall ships, bustling trade, and reckless merchant adventurers. This is where South African history begins; with African, Dutch, British, and Malay influences tugging at the soul of a city which is, in turn, swept by the opposing currents of the Indian and Atlantic oceans.

The result is vibrant – an infectious mix of nature and culture that will keep you enthralled for a lifetime. Behind the streets of brightly-painted colonial buildings stands the flat-topped monolith of Table Mountain, the timeless geological backdrop to a twenty-first century melting pot.

Central Cape Town is small enough to explore on foot. With bars, restaurants, shopping, history, and culture, there's something for everyone. Try the Victoria & Alfred Waterfront for a brisk blend of old-style shipping and upmarket shopping. Explore the five-sided Castle of Good Hope with its bastions at each corner, or relax in the shade of the Gardens, a park that began as a vegetable patch. After dark you can slip into the nightlife that fizzes around Loop and Long Streets.

Population: 950,000 (SA's 4th largest city)
Airport: Cape Town International (12 miles [20 km])
Don't miss: Table Mountain, Castle of Good Hope, Company's Garden, Victoria & Alfred Waterfront, Robben Island
Recommended hotels: Mount Nelson Hotel, Victoria & Alfred Hotel


['Attractions' copy template]

Hermanus
whale-watching for cliff-top naturalists

The Cape coast is one of the world's great whale-watching locations. You don't even have to get your feet wet because the area around Hermanus is famous for inshore viewing.

Into these secluded bays, the southern right whale – so named because it was the right whale to hunt – comes to mate and to calve. In the peak season, a hike along the rocky cliffs to the west, or the golden beaches to the east, is almost certain to bring a sighting.

No need to worry that the peace might make you drowsy. A blast from the horn of the keen-eyed whale crier warns you when cetaceans are about.

Location: Southern Cape
Nearest town: Hermanus (whale-watching to east and west)
Activities: whale-watching, hiking
Attractions: Old Harbour Museum
Access: by road (22 miles [35 km] south of N2)
Season: June to November

 
 
 
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  © Blue Diamond Travel 2002


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