Kenya Tourist Board wished to increase sales to Kenya with a chosen airline and tour operator partners for summer 2016 and winter 2016/17. The tourist board wanted to reassure consumers on the safety and security in Kenya, to re-instil consumer demand and desire to travel; targeting an audience of DINKs, families and Grey Markets.
Overall Kenya Tourist Board aimed to have an online only campaign, increasing awareness of Kenya’s diversity including the coast.
We chose to run a campaign across trusted publishers such as the Telegraph, Times and Mail Online as they offer relevant educated, engaged and discerning travel audiences. In addition, we supported this activity with native storytelling and traffic driving formats that would provide click throughs to the tour operator partner’s site.
The strategy was based on providing Kenya Tourist Board with a high reach whilst targeting a relevant audience and reassuring the users about the destination.
The aim was to include as many guaranteed clicks/ traffic options as possible and the digital activities included within the campaign were a combination of online advertorials, display activities, native advertising and newsletters.
A bespoke microsite was created on the Telegraph including articles about safari and coastal holidays options and the diversity of the destination, along with a picture gallery and video.
To increase the visibility of Kenya in the digital sphere, high impact formats such as Billboards and Double MPUs were used to make maximum impact on online users.
Keeping in mind the importance of reassuring the UK consumer, we ensured that wherever possible online adverts were negatively targeted against particular keywords e.g. war, terror etc. so that the clients brand did not appear next to any adverse news stories.