Kenya has launched the latest tourism attractions campaign to raise awareness of destinations whose travel is now back on track after recovering from the COVID-19 pandemic.
Through Destination Marketer, Kenya Tourism Board (KTB) Kenya has unveiled its global marketing campaign “The Real Deal” which will bring vibrant imagery across major digital platforms to maximize reach and awareness of destinations and drive Indian arrivals to Kenya in the to accelerate in the coming years.
The Real Deal campaign was designed to showcase the diverse facets of Kenya as a destination and to raise awareness of its latest tourism products and experiences through select OTT platforms promoting PAN India, theater screens and digital billboards in select areas in Delhi and Mumbai will.
To ensure the holistic reach of the campaign while increasing conversions, KTB has also worked with Kenya Airways and five leading tour operators including Thomas Cook, SOTC, Yatra, Make My Trip and Ease My Trip.
The partners will influence the promotion of Kenya through various packages and discounted fares communicated through their websites and social media pages. The aim is to redirect interested travelers to the landing page from where they can plan their upcoming trip to Kenya. Together, the partners and their respective platforms will be instrumental in running the campaign and positioning Kenya as ‘The Real Deal’ among holiday destinations.
As a source market, India ranks fifth after the USA, Uganda, UK and Tanzania. Kenya has seen consistent visitor numbers to the Indian market even in the last two years for several favorable reasons including – direct flight connection from Mumbai, ease of visa application, flexible COVID-19 entry/exit rule while maintaining health and safety measures and finally the the destination’s range of adventurous activities and unique cultural attractions.
From January 2022 to October 2022, Kenya recorded 924,303 tourist arrivals, of which 55,761 were Indian arrivals. With the positive numbers and India as an exponentially growing outbound tourism market, KTB aims to capitalize on the luxury and family segments and drive traffic to Kenya by establishing Kenya as an ideal long-haul holiday destination.
dr Betty Radier, CEO of KTB, expressed her confidence in the campaign, stating that India is one of the key destinations showing promise for tourism recovery in Kenya and that the campaign will give a boost to the existing interest of Indian travelers in the destination .
“India has been one of the countries hardest hit by Covid-19, particularly the delta virus, saying it has taken crucial steps that inspire confidence to travel, for example being the country with the most vaccinated people. We chose India to launch because of the immense potential as a key source market and the fact that Indians love our products, from safari to beach and adventure too,” said Dr. eraser
Neeti Sharma, Director, Intrepid Marketing and Communications added: “Kenya as a destination is packed with ambitious quotas due to its range of unique and authentic experiences. ‘The Real Deal’ campaign is a true expression of Kenya’s giant screen and we are confident that the strategic activations across the media channels together with the efforts of our key partners will entice travelers and result in an accelerated arrival rate.”
The Real Deal campaign was run in the US and UK and was successful in positioning Kenya and driving traffic to the magic destination.