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.
MARKETING OBJECTIVES
- 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
BACKGROUND INFORMATION
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.
OVERVIEW
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.
EXPECTATIONS
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
Website: www.ktb.go.ke<http://www.ktb.go.ke>
Hill & Knowlton and Ogilvy PR both maintain offices in Kenya.
