TOMS Shoes has become, in a sense, a victim of its own success. The enormous popularity of its One for One (TM) concept has led loyal customers to want to directly participate in these shoe distributions. TOMS Shoes quickly found itself devoting far too much time into organizing and running tours – NOT their core business. The solution was to outsource this role, but with so much at stake, they needed a partner that could meet exacting standards.
In October 2009, Travelcology’s partner, Hands Up Holidays, coordinated a 10 day trip to South Africa for a team of 26 – including customers, staff from TOMS and Element Skateboards, contest winners, a film crew and local partners. A safari excursion, a visit to a skate park and shoe drops at schools, orphanages and shelters were seamlessly incorporated into a once-in-a-lifetime branded experience.