Prodigal Son
JF-Expert Member
- Dec 9, 2009
- 1,067
- 700
Kenya has stepped up its tourism marketing with the launch of a new global media campaign on BBC World News.
The Kenya Tourist Board's 60-second advertisement dubbed 'Jambo' will be aired around the world and is targeted at Europe, Asia, Africa and the Americas.
In addition, the advertisement will run on the broadcaster's website with a 15 second pre-roll video.
The advert will run through June 2010 before moving to the Euro Media group, one of the leading media organisations in Europe especially in Germany, UK, France and Belgium for three months.
"It offers us the reach to place Kenya into our key source markets across the world," said Muriithi Ndegwa, managing director of KTB,
This is an intensive campaign that is expected to complement the board's marketing efforts in source markets as well as reach emerging markets.
Growth in these markets is key to the country surpassing the 2007 performance, the industry's best, and the current 2010 benchmark.
Speaking during a meeting with the Marketing Development Representative (MDR) earlier this week, tourism minister, Najib Balala, said that the industry was looking at a growth of 30 per cent in 2010.
He said this would only be achieved through various marketing efforts in both traditional and emerging markets as well as additional funding from treasury to drive these programmes.
The MDRs from 17 countries are in Kenya to familiarise themselves with the product as they sell it in their respective markets.
Their activities are expected to run parallel to other marketing programmes undertaken by the sector in the respective markets including the Jambo campaign.
This year, the country has recruited nine new representatives from emerging markets like Japan, Australia, Russia and India with a new one expected on board to represent South Africa in the next few months.
The MDRs along with other aggressive marketing activities undertaken by the industry last year, are seen as the key factor behind the 30 per cent growth that was witnessed last year.
In 2009, international arrivals stood at 952,481 compared to 729,000 in 2008 while earnings increased by 18 per cent from Sh52.7 billion to Sh62.4 billion.
The sector, however, fell short by 9.2 per cent to reach the 2007 figures
Source; Business daily
The Kenya Tourist Board's 60-second advertisement dubbed 'Jambo' will be aired around the world and is targeted at Europe, Asia, Africa and the Americas.
In addition, the advertisement will run on the broadcaster's website with a 15 second pre-roll video.
The advert will run through June 2010 before moving to the Euro Media group, one of the leading media organisations in Europe especially in Germany, UK, France and Belgium for three months.
"It offers us the reach to place Kenya into our key source markets across the world," said Muriithi Ndegwa, managing director of KTB,
This is an intensive campaign that is expected to complement the board's marketing efforts in source markets as well as reach emerging markets.
Growth in these markets is key to the country surpassing the 2007 performance, the industry's best, and the current 2010 benchmark.
Speaking during a meeting with the Marketing Development Representative (MDR) earlier this week, tourism minister, Najib Balala, said that the industry was looking at a growth of 30 per cent in 2010.
He said this would only be achieved through various marketing efforts in both traditional and emerging markets as well as additional funding from treasury to drive these programmes.
The MDRs from 17 countries are in Kenya to familiarise themselves with the product as they sell it in their respective markets.
Their activities are expected to run parallel to other marketing programmes undertaken by the sector in the respective markets including the Jambo campaign.
This year, the country has recruited nine new representatives from emerging markets like Japan, Australia, Russia and India with a new one expected on board to represent South Africa in the next few months.
The MDRs along with other aggressive marketing activities undertaken by the industry last year, are seen as the key factor behind the 30 per cent growth that was witnessed last year.
In 2009, international arrivals stood at 952,481 compared to 729,000 in 2008 while earnings increased by 18 per cent from Sh52.7 billion to Sh62.4 billion.
The sector, however, fell short by 9.2 per cent to reach the 2007 figures
Source; Business daily
