Bench drops the International for just Africa

A new name, new look and a new brochure! Bench International has undergone a complete rebrand to become Bench Africa.

A new name, new look and a new brochure! Bench International has undergone a complete rebrand to become Bench Africa.

 

If you were Australia’s first Africa specialist and know the continent best, then why not promote that?

That was pretty much the drive behind Bench International’s decision to ditch the ‘International’ in its name and replace it with ‘Africa’.

In a statement to media, the company said that it is “wholeheartedly passionate about selling… Africa, Africa, Africa”, which is why it has chosen to focus on what it knows best.

Africa Bench Brochure

“The reason that we have chosen to specialise only in Africa is that we are confident that our in-depth knowledge of the continent, as well as our well-travelled, knowledgeable and passionate staff is what makes Bench so special.”

Bench Africa

So why ditch the ‘International’ but hold onto the ‘Bench’?

Bench comes from Charles Bench, the man who first opened the doors to Bench International in 1969.

Although the business was acquired by Southern Cross Safaris Australia almost a decade ago, the company’s leaders believe Charles put Bench on the map and “will always be a big part of why we take so much pride in who we are and what we do”.

Screen Shot 2016-08-10 at 9.02.45 AM

In line with the rebrand, the company has already changed its social media handlers and adjusted its logo to showcase the new name (above).

A new brochure has also been released under ‘Bench Africa’.

Africa Bench Brochure

The 2017 program introduces new product including a 29-day ‘Highlights of Africa’ experience, additional walking safaris in Zambia, more exotic safaris in Rwanda, as well as locally escorted safaris in Namibia and Ethiopia.

There’s also a selection of hand-picked tours and properties recommended by the company.

“We are also delighted to note that on average our prices have remained the same as they were in 2016.”

Bench Africa

To request a brochure, email: [email protected]

What do you think of the new name?