Kenya Tourism Board Launches Large Scale North American Marketing Campaign

22 September 2022

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

According to KTB CEO Dr. Betty Radier, the campaign is in line 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 was launched by media-buying agency Dalh-Mac Group, experts in travel marketing, and in partnership with Sojern, utilizing their rich data partnerships to deliver a variety of video content and display banners to audiences actively seeking travel inspiration.

In partnership with Kenya Airways, the campaign offers flight booking options as well as 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 many travel options allowing them access to different facets of Kenyan culture, gastronomy, eco-tourism and engage in adventure activities, cultural events, wildlife safaris, and unique 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 the resumption of travel and other tourism business. Within the review period (FY 2021/22 July – June), Kenya welcomed 1,207,691 visitors, compared to 483,257 in 2019/20, representing an increase of 149.9%. Travelers will be directed to the campaign page on Kenya Airways, where they can access flight booking options and partner travel itineraries.

The Ministry of Tourism and Wildlife projects international arrivals to recover by up to 75% this year, with marketing initiatives being rolled out on various platforms. “Real Deal Kenya” will be launching in other international markets for the remainder of 2022.

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