Kenya Tourism Board Launches North American Marketing Campaign

The Kenya Tourism Board (KTB) has launched the first phase of a global marketing campaign in North America, their strongest source market. The campaign, “Real Deal Kenya,” was developed to reinvigorate the country’s tourism industry by showcasing the wildlife, culture and adventure activities available to global travelers. 

According to Dr. Betty Radier, CEO of KTB, the campaign is aligned with the board’s strategy of making Kenya one of Africa’s top tourist destinations. “This is not only a very timely and relevant initiative, but also an important part of our strategy for attracting visitation from abroad, as we regain our stability from the impact of COVID-19 pandemic,” she said.

The digital campaign in North America, launched by media-buying agency Dalh-Mac Group in collaboration with Sojern, utilizes data partnerships to deliver a range of video content and banners to audiences seeking travel inspiration.

Real Deal Kenya

In partnership with Kenya Airways, the campaign offers flight booking options and partner travel itineraries that suit different interests and budgets from seven operators—Africa Answers, African Travel, Audley Travel, GAdventures, Goway, Intrepid and Kensington Tours. Travelers can explore several options allowing them access to different facets of Kenyan culture, gastronomy and eco-tourism. They can engage in adventure activities, cultural events, wildlife safaris and family attractions.

“Kenya Airways is proud to partner with Kenya Tourism Board,” said Julius Thairu, Kenya Airways’ chief commercial and customer officer. “As part of this campaign, we have offered customers the benefit of discounted fares on the non-stop flight between New York and Nairobi.”

Kenya has recorded an upward trajectory in arrivals with resumption of travels and other tourism business. Within the review period FY July 2021 to June 2022), Kenya welcomed 1,207,691 visitors, compared to 483,257 in 2019-20, representing an increase of 149.9 percent. The ministry of tourism and wildlife projects international arrivals to recover by up to 75 per cent this year, with marketing initiatives being rolled out in various platforms. “Real Deal Kenya” will be launching in other international markets the remainder of 2022.

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