About Us

Elizabeth Bean Crookston, President

Liz knows firsthand the transformative power of travel. After her first visit to Africa, Liz fell in love with the continent and the people. As a result, she left the world of advertising in 2003 and created her own sales & marketing company, The Archer Group Inc., to promote eco adventure lodges, camps, and destinations. Liz brings 20 years in marketing communications, with a proven record in customer focused marketing and a thorough understanding of multiple disciplines within the marketing industry. Liz believes that travel has the potential to change the world by teaching compassion, humanity and acceptance.

Before starting The Archer Group Inc., Liz was most recently a Group Account Director with FCB Direct Canada where she was the team leader in the acquisition of new business for the agency (Direct Energy Essential Home Services, Ontario Tourism, Export Development Canada, SC Johnson, Hilton International and Japan Tobacco International). She oversaw the multi-channel integrated launch of Talk Broadband for Primus Canada, managed the launch of SC Johnson’s first CRM program as well as developing the international travel agent program for Hilton International.

Prior to joining FCB Direct Canada, Liz was an Account Director at MacLaren McCann Relationship Marketing where she managed the launch of the first CRM program for General Motors of Canada and managed the Toronto Dominion Bank, CitiFinancial Canada and Metropolitan Hotel businesses as Account Director at mosaic direct.

Liz has been a Senior Judge for the Canadian Marketing Association RSVP awards, a member of the Direct Mail Council and the Chair of the Canadian Marketing Association Conference.

Liz loves travel and has traveled solo around the world visiting Africa, Asia, Australia, New Zealand, Oceania and South America. However, of all the places she has visited her favourite is still Kenya where she was married in a 3 day traditional Samburu blessing ceremony.


The Archer Group Inc. is a member of:


“As the Managing Director of a Safari Planning Company it is impossible to have personal knowledge of every reserve and camp. We utilized Liz who, as President of The Archer Group, had an extraordinary detailed knowledge of an incredible number of camps. Her recommendations and advice resulted in the perfect pairing of camp to client. The level of satisfaction with Liz's selections was astounding. I found Liz extremely creative, detail oriented, very personable and trustworthy. I highly recommend her to anyone interested in her services.”

John F Maisano,
Managing Director/Owner
Safari and Beyond LLC

“Liz is a thorough professional and takes pain to know each property well, engages the owners and hosts to be attentive to every little detail in order to satisfy every whim and pleasure of the discerning guests who frequent their properties. To add to this, Liz is a wonderful person and 'breaks the ice' with anyone very easily.”

Tasneem Adamji,
President, Africa Quest Safaris

“Liz is a well disciplined, industrious, creative and highly motivated individual dedicated to the passionately promoting the fabulously unique and special properties in Kenya that she represents. She also is a gifted speaker, and I have thoroughly enjoyed the multi-day road shows she has participated in with me.”

Karin Jones,
Anastasia’s Africa