KENYA TOURISM BOARD CONSUMER ACTIVITY IN THE UK & IRELAND
Challenge:
To run all consumer advertising campaigns for KTB aiming to inspire travel to Kenya and drive sales through tour operator partners. To run integrated advertising campaigns throughout the year with a focus on key sales period of January, February, September and October, ensuring a clear system of tracking and evaluation to measure sales.
Solution:
A dedicated consumer advertising team is tasked with:
- Putting together all marketing proposals and campaigns for KTB.
- Working with media buying agencies to buy all media for KTB.
- Working with creative agencies on all campaign creative propositions.
- Liaison with tour operator partners to ensure all advertising carries a tour operator call to action.
- Working with tour operators and other partners to ensure KTB’s investment is always match funded by partners.
- Development of consumer stunts and other events and activities to raise awareness of Kenya and drive sales.
- Representation at relevant consumer shows and events.
- Working with third party brands to ensure KTB is affiliated with like-minded brands and extend the reach of all campaigns in the market.
- Project management of all KTB marketing campaigns.
- Carry out research projects in the market to ensure KTB continue to target the correct audience and utilise the most effective channels for consumer marketing efforts.
Reached a minimum of 19 million consumers each year through advertising efforts.
Ensured year-on-year growth of sales to Kenya, always obtaining full recovery after crises in the market.
