The Kenya Tourism Board (KTB) has been awarded the Best Travel Social Media Campaign award by the Internet Advertising Competition (IAC) Awards for a social campaign it conducted last year.
The campaign was to promote Kenya and encourage travellers to explore the wide variety of magical and unexpected experiences the destination has to offer.
The campaign which was titled “Can You Kenya”, and which targeted travelers from Australia, Canada, South Africa, the United States and the United Kingdom, was domiciled on a custom microsite where users could explore Kenya, learn about the country’s unique experiences, culture and cuisine, and book travel through a dedicated partner page on local Expedia sites.
To drive activity to the microsite, an influencer campaign, with leading travel blogging couple, “Howfarfromhome”, was activated.
This engagement included sending the couple on a week-long trip to Kenya without a fixed itinerary.
— Hon. Najib Balala (@tunajibu) April 3, 2019
Throughout the week, social followers planned the couple’s Kenyan adventure by voting on activities via polls in Instagram Stories, such as a hot air balloon safari or a kite surfing lesson on the beach.
The polls showcased the breadth of once-in-a-lifetime experiences offered in Kenya, and as an added incentive, voters in the polls had a chance to win two round-trip tickets to Kenya.
During the campaign period, content from the couple’s journey was broadcasted to their 169,000 followers via Instagram Stories and repurposed on the campaign microsite, which included a recap video documenting their entire adventure. With 15,000+ competition entries to win a trip to Kenya.
Bookings attributed from the campaign between Aug 3rd 2018– March 3rd 2019 (which was the full campaign period) was $9.7 Million. Campaign impact by room night bookings, October saw the highest uplift of 66% in bookings.
Speaking after receiving the award, KTB CEO, Dr Betty Radier said, “We are delighted to be receiving this award as it is a testament of the deliberate efforts we are continuously putting into play to enhance the awareness of our diverse tourist offering to the discerning travellers across the world.”
She added, “We are particularly pleased with this recognition as it points to the fact that we are getting it right with regard to the use of social and digital media marketing strategies as the world increasingly moves over to online platforms for interactive marketing solutions. We shall continue to explore the use of online channels to market Kenya as a destination to travellers all over the world.”