Kenya Tourism Board Issues Online Marketing RFP

Kenya Tourism Board Issues Online Marketing RFP

The Kenya Tourism Board intends to roll out a global online marketing campaign. To create a rich, impactful and memorable digital experience, content marketing will play a leading role for the successful implementation of this campaign across various digital environments.


  • Increase awareness of Kenya as a place where consumers can make memories through the interaction with Kenya (tourism products and through interaction with people).
  • Increase the awareness of Kenya as modern holiday destination where people have the convenience of modern life but can also connect with tourism products in a uniquely Kenya.
  • Increase the awareness of the activities around Kenya’s main products (Wildlife, Beach, Sports and Culture).
  • Increased awareness in the differentiating products in the destination including Scenic, Adventure, Specialist (Insect, Bird watching, Photography, Culinary), Water Sports, Golf, Health & Spa, Business Tourism & Night Life.
  • Increased awareness of services available in the destination (various accommodation options, transportation


Kenya Tourism Board mandate as set out in the Tourism Act is to:

  • Develop, implement and co-ordinate a national tourism marketing strategy;
  • Market Kenya at local, national, regional and international levels as a premier tourist destination
  • Identify market needs and advise tourism stakeholders on the tourism market trends; and
  • Perform any other functions that are ancillary to the object and purpose for which the Tourism Board is established.


Online marketing is increasingly becoming more complex by the day as a result of more channels to choose from, constantly evolving technology, the need for more specialized expertise and increased competition. This informs the decision to engage a Digital Agency to work with KTB to create rich, impactful and memorable digital experiences aimed at driving the inbound effect, a conversion starter leaning towards a sophisticated digital experience for Kenya.


The successful agency will also be responsible for Brand/Product Strategy Development:

  • Facilitate the process of the development of digital brand strategies in line with the KTB corporate strategic plan 2012 – 2018 and around the Vision 2030.
  • Develop relevant and comprehensive Digital Marketing strategies for KTB (Corporate) and the Magical Kenya (Destination Brand)
  • Propose a Digital Marketing Strategy for implementation through to June 2020
    Strategic Brand Management
  • Enhancement of the stakeholder engagement process through digital channels
  • Identification and capitalization of strategic partnerships; within and beyond the tourism/travel sector
  • Raise the awareness of Kenya Tourism Board and MagicalKenya; its activities, products and Services through digital media
  • Conduct a Digital Communication analysis for KTB and Kenya’s Tourism
    Creative Digital Marketing Concept Development
  • Covering Corporate, marketing and brand (product) for the domestic and international market
  • Raise the public profile of KTB and Kenya’s Tourism among identified audiences

Digital Media Strategy including Media Monitoring, Planning and Buying

  • For the domestic and International (where required) markets
  • Inform strategy based on the brief for placement of digital media for Corporate, Thematic, Brand/Product and Consumer Promotions
    Account Management
  • Continuous interaction with the KTB and facilitation of work from client brief to creative implementation
  • Regular updates to management and the marketing team through regular status meetings.

Proposal due by February 23rd to:
Kenya Tourism Board
P.O. Box 30630 – 00100
Nairobi, Kenya
Tel: (020) 2711 262/2749 000

Hill & Knowlton and Ogilvy PR both maintain offices in Kenya.

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