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NEW MARKETING PLANS FOR KENYA TOURIST BOARD

Kenya Tourist Board will be unveiling their exciting plans for repositioning Kenya as a quality destination at this year’s World Travel Market.

On Monday 12th November at 3pm on the centre-stage, at Earls Court, Kenya’s Minister for Tourism and Information, the Hon. Stephen Kalonzo Musyoka will reveal full details of these new initiatives to CNN producer John Bell.

The initiatives include the building of expert marketing teams both at home and abroad, a new and exciting advertising campaign, the launch of a spectacular website, a professional tourism survey and the development of niche products to complement the traditional safari and coast experience.

The creative presentation of Kenya has been reflected in the destination materials developed for a full advertising campaign to reposition and
re-brand the destination.

The campaign includes an exciting new logo and slogan, a spectacular destination video, new brochures, as well as an inter-active CD Rom, and other promotional materials.

The Kenya destination website has also undergone a major upgrade in recognition of the increasing importance that the internet is taking as a medium of communication and a source of information, and ranks as one of the most vibrant, evocative and stimulating destination sites around.

In recent months, a full marketing team of young and energetic professionals have taken their place at the Kenya Tourist Board to enable the development and implementation of marketing plans.

They are backed up by an extensive network of newly appointed global market development representatives in Kenya’s key source markets of Europe, the USA, and Europe.

The role of these MDR’s is to support the repositioning and raise the profile of Kenya among trade and consumers. Emphasis will be on the quality and diversity of the product, and the potential to develop Kenya as the destination of choice for families and for a variety of hitherto untapped niche markets.

Kenya has also recently commissioned a definitive visitor survey, designed to establish the factors influencing the choice of destination for visitors to Kenya. The study will also seek to establish levels of expectations of the consumer, and how well Kenya as a destination, is delivering.

The fieldwork is ongoing and research findings will be available by the end of this month.

These are the component parts of Kenya’s tourism action plan, which will serve to illustrate both our vision and our future direction. Also, to underline our firm commitment to the delivery of a really value-added destination, the active promotion of eco-tourism and the development of the kind of community projects that will protect our wildlife, conserve our environment and enrich our people for generations to come.

ENDS November 2001

Note to Editors:
Further information on the publicity campaign and website is attached.

MAGICALKENYA.COM

The Kenya Tourist Board is proud to announce the launch of the all new Kenya Destination Website- magicalkenya.com. Kenya has recognized the need to fully capitalize on the Internet as a vital tool for the promotion of tourism and the education of tourists.

A consortium of local companies have worked together to produce a world class site that is undoubtedly Africa’s largest and most content rich website.

MagicalKenya.com is more than just a promotional exercise; it is a state of the art online resource for the traveller.

The site has been designed to function as an interactive guidebook that will let the visitor explore the country virtually, picking up useful information and travel advice as they go. Site surfers will be able to quickly access info by taking a number of virtual safaris through the country. They will not only experience Kenya, but also find plenty of straightforward and practical advice.

The site quickly shows the surfer that Kenya has far more to offer than just a big game safari. As you virtually tour the country, the incredible diversity of landscapes, cultures, wildlife and possible travel options are all abundantly clear.

Through a “Traveller’s Tale” function surfers can meet previous visitors to Kenya, follow their travels, see their individual highlights and read their travel advice. The site also uses Ipix technology and 360-degree photography to allow the visitor to virtually experience some of Kenya’s most stunning views and vistas.

The site is fully interactive, and offers a lot more than just travel information. The surfer can learn more about traditional cultures, leaf through a collection of classic Kenyan literature, find out the latest on the Kenyan music scene, or download some recipes and try some Kenyan cuisine at home.

MagicalKenya.com is packed with information and features, and will be updated each month with new stories, events and features. The launch edition of the site takes the visitor on location with the ‘Survivor’ crew to discover Shaba- the location of America’s highest rating TV series.

Magicalkenya.com is the ultimate cyber safari, bringing Kenya to life on the web. For anyone with an interest in visiting Kenya, or learning more about one of the worlds most diverse and exciting nations, magicalkenya.com is the perfect destination.

Go there…… www.magicalkenya.com


















THE NEW KENYA LOGO

Kenya is a country famous for it's endless sunshine, stunning scenery, beautiful wildlife and has cultural diversity like no other country. But what we lacked was a strong visual identity to market Kenya.

With that background we were able to work on a few ideas for an identity that would sell Kenya without anyone of us so much as uttering a word.

This is the end product. The Kenya logo.

As you will notice the colour scheme revolves around the colours of our national flag. Black, red, green and white - vibrant colours for a
vibrant country.

The icons we used graphically depict the special characteristics of Kenya. The colourful arc represents the sun rising in the horizon over the vast, beautiful, untouched, and waiting-to-be-discovered green plains.

These green plains, as well as the hills and mountains are represented by the green line seen just above the word, 'KENYA'.

The 'sun', is shown here as the famous Maasai beaded necklace, used here to depict the vibrant diverse cultures and people you will meet in Kenya. Beadwork is commonly used by all the different cultures for adornment.

The term 'Magical Kenya' came about after many visitors to Kenya claimed that a trip around Kenya was indeed a magical experience.


The rough font used in 'MAGICAL' shows the wild side of Kenya and depicts the sun's rays that shine on our land all year round.

The clean and rounded font used for 'KENYA' is truly African and shows the virgin beauty of what you'll find when you come to Kenya.

Safari was born in Kenya way back in the late 1800s when the intrepid travellers came to Kenya. It is a Swahili term that means 'a journey'. When you travel to Kenya you have several different safaris from which to choose, and this gave us the perfect tagline for this great country…

"Experience a different safari everyday…"

And sure enough with every rising sun, comes a whole new adventure.
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