MARKETING ACTIVITIES IN THE SOURCE MARKETS

UNITED KINGDOM & IRELAND

1.SOCIAL MEDIA ACTIVATION – FOOTSTEPS OF LION KING

 (OCTOBER –DECEMBER 2019)

Social media usage in UK is made up of 45 million consumers which forms about 70% of the total population. With a growing millennial age group, there is an opportunity to tap into the segment of savvy internet consumers who rely on online reviews or referrals to plan their holidays through presentation of relevant content about the destination on the platforms.

KTB will Leverage on social media to create awareness and generate interest of our product offering and use partner travel trade to close the conversion gap in bookings. The awareness campaign will be developed and implemented on paid social media channels with a bias towards Facebook, Twitter, Instagram, Google AdWords, Eskimi and YouTube. The messages and display ads will contain a call to action that will be directed to the websites of trade partners.

This will be to influence the large consumer base towards consideration and booking of MagicalKenya holidays through a call to action to drive sales of displayed packaged itineraries on the websites of selected trade partners. 

2.SALES INCENTIVE CAMPAIGN – FOOTSTEPS OF LION KING

(OCTOBER –DECEMBER 2019) 

An activation driven by key tour operators and strong OTAs who will drive volume sales for the destination with call to action themed around the Lion king movie. The partners will develop packaged itinerary options that will expose different products and experiences in the Kenyan market highlighting the footsteps of the Lion King. This will help to increase product knowledge and awareness on Kenya’s product offering, generate interest that will result in bookings by selected tour operators and OTAs.

The campaign will be supported by the Social Media Awareness Campaign which will also be running to drive bookings on the volume-driven tour operators back-end websites. 

REST OF EUROPE (GERMANY, ITALY AND FRANCE) 

     1.JOINT MARKETING WITH AN ONLINE TRAVEL AGENT

      (OCTOBER –DECEMBER 2019) 

To spur consumer consideration and purchase of MagicalKenya holidays, KTB will work with an Online Travel Agent with a strong footprint across the 3 countries to carry the campaign on their platform. MagicalKenya’s customized content of product offering for the respective target consumers will be strategically displayed on the OTA’s online platform. The call to action will be to book holidays into Kenya which will be tracked and measured during the campaign period by the OTA.    

  1. SOCIAL MEDIA AWARENESS – FOOTSTEPS OF LION KING

      (OCTOBER –DECEMBER 2019) 

Social Media will be used to create awareness of the different experiences and content-driven by Lion King shoot locations. Selected tour operator/s from the 3 source markets will be partners in the campaign and will offer customize packages to support the conversions.

The more than 90 million social media users across the 3 source markets provides an opportunity to ran a heavy weight awareness social media campaign that will focus on Facebook, Twitter, Instagram, Google AdWords, Eskimi and YouTube channels to amplify the campaign with content that is relevant to the target country and market segment.