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Kenya: The Road Ahead
 Muriithi Ndegwa, MD, Kenya Tourist Board
Kenya Tourist Board is a State Corporation whose mission is to drive
and support the effective Marketing of Kenya’s tourism products
professionally and transparently while enriching the lives of Kenyans
and visitors alike

    Vision
    – To achieve global recognition as an outstanding tourist
      destination

    Mission
    – Drive and support the effective Marketing of Kenya’s tourism
      products professionally and transparently while enriching the
      lives of Kenyans and visitors alike
While pursuing her mandate, the Kenya Tourist Board will
embrace the following core values:

(a) Integrity and professionalism
(b) Innovativeness, dynamism, excellence
(c) Quality customer service
(d) Competence, discipline and team spirit
(e) Productive partnership, social responsibility and recognition
of employee
A look at how the destination
is facing up to the digital future with campaigns,
          partnerships and a stronger
             social media presence.
Our strategy is to extend and maintain the
 relevance of destination information and
awareness of Kenya’s tourism product and
 offers across new and existing markets.
  (as well as different online communication tools).
• Behavioural (segmentation) Marketing
• Active Online PR / Consumer engagement
• and going forward: Capitalizing on the
  demand for m-commerce (mobile
  commerce)
International Example:
Big 5 Drive (Online Game)
      big5drive.co.uk
big5drive.co.uk/
ONLINE DISPLAY MEDIA, EMAIL MARKETING, SEARCH
ENGINE MARKETING AND SOCIAL MEDIA,TRADE
DISTRIBUTION (PRINT PUBLICATIONS)
During the three month campaign, there were a total
of 77,015 game plays (Consumer 74,725, Trade
2,290)

455 Bookings were made on LastMinute.co.uk
during campaign
Local Example:
#TembeaKenya
•To promote Kenya's tourism brand and positive
associations with her product amongst the online
community in Kenya while

•Encouraging user engagement and conversation
on the destination on social media channels

•Grow our following on Twitter
(from 1,200 to current 4,700)
#TembeaKenya
TembeaKenya: North Rift, Coast, Western
#TembeaKenya
What next for TembeaKenya

•Develop TembeaKenya Webisodes
targeting different travel groups (families,
couples, college mates, CEOs, ladies
groups…) … partnership with youtube.co.ke

•Run online competitions for the chance to be
part of TembeaKenya
        #TembeaKenya
•Industry Partnerships (Deals, Offers, Online
Bookings…)
It’s personal, It’s fun, It’s time to
                  #TembeaKenya
Going forward…
No. 1 Priority…
Refresh MagicalKenya.com
Partnerships to enable bookings to be
made on MagicalKenya…
Develop a MagicalKenya Mobile
          Application
‘Some analysts
estimate that by 2015,
    almost all shipped
      handsets will be
                smart.’
              THE ECONOMIST
To Capitalize on the growth (demand) mobile
commerce we have began the process of
Developing a Mobile Application for Kenya’s
Tourism (both for information and monetary transactions)
•To diversify Kenya’s tourism content offer on the internet
across different mediums (devices)

•Generate revenue for the organization through
advertisements and other strategic partnerships via the
mobile app.
THANK YOU
    md@ktb.go.ke

www.magicalkenya.com

  @MagicalKenya

  Facebook.com/KenyaTourism

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Kenya Tourist Board 2012

  • 1. Kenya: The Road Ahead Muriithi Ndegwa, MD, Kenya Tourist Board
  • 2. Kenya Tourist Board is a State Corporation whose mission is to drive and support the effective Marketing of Kenya’s tourism products professionally and transparently while enriching the lives of Kenyans and visitors alike Vision – To achieve global recognition as an outstanding tourist destination Mission – Drive and support the effective Marketing of Kenya’s tourism products professionally and transparently while enriching the lives of Kenyans and visitors alike
  • 3. While pursuing her mandate, the Kenya Tourist Board will embrace the following core values: (a) Integrity and professionalism (b) Innovativeness, dynamism, excellence (c) Quality customer service (d) Competence, discipline and team spirit (e) Productive partnership, social responsibility and recognition of employee
  • 4. A look at how the destination is facing up to the digital future with campaigns, partnerships and a stronger social media presence.
  • 5. Our strategy is to extend and maintain the relevance of destination information and awareness of Kenya’s tourism product and offers across new and existing markets. (as well as different online communication tools).
  • 6. • Behavioural (segmentation) Marketing • Active Online PR / Consumer engagement • and going forward: Capitalizing on the demand for m-commerce (mobile commerce)
  • 7. International Example: Big 5 Drive (Online Game) big5drive.co.uk
  • 9.
  • 10.
  • 11. ONLINE DISPLAY MEDIA, EMAIL MARKETING, SEARCH ENGINE MARKETING AND SOCIAL MEDIA,TRADE DISTRIBUTION (PRINT PUBLICATIONS)
  • 12. During the three month campaign, there were a total of 77,015 game plays (Consumer 74,725, Trade 2,290) 455 Bookings were made on LastMinute.co.uk during campaign
  • 14. •To promote Kenya's tourism brand and positive associations with her product amongst the online community in Kenya while •Encouraging user engagement and conversation on the destination on social media channels •Grow our following on Twitter (from 1,200 to current 4,700)
  • 17. What next for TembeaKenya •Develop TembeaKenya Webisodes targeting different travel groups (families, couples, college mates, CEOs, ladies groups…) … partnership with youtube.co.ke •Run online competitions for the chance to be part of TembeaKenya #TembeaKenya •Industry Partnerships (Deals, Offers, Online Bookings…)
  • 18. It’s personal, It’s fun, It’s time to #TembeaKenya
  • 20. No. 1 Priority… Refresh MagicalKenya.com
  • 21. Partnerships to enable bookings to be made on MagicalKenya…
  • 22. Develop a MagicalKenya Mobile Application
  • 23. ‘Some analysts estimate that by 2015, almost all shipped handsets will be smart.’ THE ECONOMIST
  • 24. To Capitalize on the growth (demand) mobile commerce we have began the process of Developing a Mobile Application for Kenya’s Tourism (both for information and monetary transactions) •To diversify Kenya’s tourism content offer on the internet across different mediums (devices) •Generate revenue for the organization through advertisements and other strategic partnerships via the mobile app.
  • 25. THANK YOU md@ktb.go.ke www.magicalkenya.com @MagicalKenya Facebook.com/KenyaTourism