NAIROBI, Kenya – The Kenya Tourism Board (KTB) has gone on the offensive to revive the beleaguered industry by contracting CNN.
This comes after the United States government issued yet another travel advisory recently.
“We are certain that our partnership with CNN will yield positive results in getting our share of tourists back,” Muriithi Ndegwa, the KTB Managing Director said in a statement but no financial details were given.
CNN said the digital activity will be followed by integrated advertising across their international network including two bespoke 30 second spot adverts to run on-air and online.
In its latest public caution dated May 13, the US State Department said, ‘US citizens in Kenya, and those considering to travel to Kenya, should be aware of continuing and recently heightened threats from terrorism and the high rate of violent crime in some areas. This replaces the Travel Warning of June 19, 2014, to update information about the current security situation.’
Kenya has been a target of high profile terror attacks that have drastically slashed tourism numbers and kept receipts below $1 billion annually. This is has been a target for the past five years, but yet to be attained with latest returns hovering around $850 million.
Tourism is the country’s second biggest foreign exchange earner. Lsst month, the Kenya National Bureau of Statistics reported that
According to the KTB statement, ‘The long-term strategic campaign is to promote the natural beauty and people of Kenya with digital advertising on the CNN Travel section of CNN International’s website.’
At the same time, during the run-up top the 2015 Tourism Indaba held in Durban, South Africa. several African tourism ministers voiced their support for Kenya’s new campaign.
Derek Hanekom, the South African tourism minister who chaired the forum on the eve of the Indaba said, “This is the time to rise up and support each other as a continent. We need to speak one voice.”
By John Sambo
-busiweek.com
