Cases studies

Kenya 2009 online campaigns – How to be opportunist and sales oriented in online promotion.

Agencies : Interface Tourism France
Services : Consumer Promotion - Representation

Brief

Having successfully recovering from its political crisis in 2008, Kenya – like any other world-leading tourist destination – became concerned in 2009 about the possible negative effects of the worldwide economic recession. A prompt reaction was essential if it was to adapt to this sudden and unexpected crisis, the objective being to influence consumer travel behaviour.

Kenya quickly adapted its consumer communication strategy:
‒ 1st phase: to counteract the worldwide economic crisis and to increase awareness of Kenya during winter 08/09, through an advertising campaign in leading news websites.
‒ 2nd phase: to encourage last-minute sales for summer 2009, through advertising campaigns in travel websites

Tactics

Phase 1: Online advertising campaign in leading news & economic websites – Jan. 2009

At the peak of the economic crisis, ABC+/++, high executives and top managers followed up on stock exchange variations on a daily basis. As these profiles corresponded exactly to the targets of Kenya's up-market campaign, Kenya launched its online campaign in news & economic websites such as: Lemonde.fr, Lesechos.fr and Libération.fr.

Kenya seized the occasion of the economic breakdown to adapt its artwork and advertising message. While worldwide economic news was all about the stock exchange going up and down, Kenya's advertising represented a stock exchange graph, going down… and then up again against a background of a warm and friendly picture of Kenya.

The catch phrase was also very significant: "Kenya, take the break of your life"… a break from daily stress, an invitation to relaxation in Kenya.

Phase 2: Online advertising in travel websites – April/May 2009

The economic crisis impacted on French travel behavior: online bookings increased radically. Indeed, not only does Internet enable quick fare adjustment and promotional offers, it also enables clients to compare prices and to choose the best deal. Last minute bookings dramatically increased during that period.

To guarantee high call-to-action before summer 2009, Kenya implemented an advertising campaign in leading commercial websites: opodo.fr and lastminute.com.

Research studies revealed that web users were not only searching for online offers but were also keen to know more about a destination. Kenya Tourist Board hence based its campaign on a mix of advertising banners and a destination mini-site.