THE ROLE OF KTB IN THE REBRANDING OF THE TOURISM INDUSTRY Presented by: Dr. Betty Radier Chief Executive Officer - Kenya Tourism Board
THE JOURNEY YESTERDAY TOMORROW TODAY
ROLE OF DMOs
WHERE WE HAVE BEEN
WHERE WE HAVE BEEN Products Vs. Experiences
THE JOURNEY YESTERDAY TOMORROW TODAY
Shared Learning: Peru A Case Study
THE CHALLENGE Peru needed a strong and positive country brand that stood out, drew attention, and was able to transmit a clear promise.
THE BRAND IDENTITY Built around the word “Peru”, the brand name was kept simple since the brand needed to be used within a variety of sectors (tourism, gastronomy, investments…)
THE OBJECTIVE To create competitive advantage for Peru to not only gain international exposure for tourism and exports, but also to attract investors.
BRANDING STRATEGY The new brand identity was built around Peru’s flavors, colors and living history. It was built to attract more tourists to both the new and the modern Peru, mirroring all its beauty, diversity and generosity.
RE-BRAND LAUNCH CAMPAIGNS Phase 1: Domestic campaigns (to get buy in and support of Peruvians) Phase 2: International campaigns (key markets to communicate new positioning)
INTERNATIONAL ARRIVALS RESULTS: IMPACT ON 4,419,000 TOURISM 4,032,000 3,456,000 3,164,000 2,600,000 2011 2012 2013 2014 2015 2016 2017 2018 *2011, Peru Re-Branded
RESULTS: 2011 2012 2013 COUNTRY BRAND INDEX 33.6% 56.8% 83% Awareness 7.13% 10.30% 23% Familiarity 76.38% 91.30% 84% Advocacy 93% public acceptance rate according to a survey a few months after the launch.
RESULTS: 2011 Target. To achieve US $41 billion in exports IMPACT ON EXPORTS 2011: US $46.33 billion 2012: US $45.52 billion 2013: US $41.511 billion
RESULTS: 2011 Target. FDI flows of US $ 8 billion IMPACT ON INVESTMENT 2011: US $7.65 billion 2012: US $12.24 billion 2013: US $12 billion
THE JOURNEY TODAY YESTERDAY TOMORROW
REFINING WHAT WE STAND FOR
EMBRACE THE MAGIC
RATIONALE FOR THE RE-BRAND Kenya is a diverse land of beautiful contrasts. Under the Kenyan sun, Kenya is known for its lush plains, awe-inspiring mountain ranges, beautiful warm weather, great coastal regions and friendly people - a sparkle of that Kenyan magic. The Magical Kenya logo is synonymous with our international image and serves to bring every facet of this beautiful country to life.
Picture of the sender (brand) Physique Personality The tangible Traits that could attributes of the be attributed to destination the brand Social aspects (external) Brand spirit (internal) Culture/values Relationship Brand essence The value The brand’s style system by of behaviour, which the emerges from actions are how the brand driven acts, delivers Experience beyond enhancing services and imagination * differentiation relates to points customers Reflection Self-image Target’s own Image of the target internal mirror that the brand offers to the public Picture of the receiver (target)
RE-BRANDED MAGICAL KENYA LOGO
THE BRAND ARCHITECTURE Clarity on the Master Brand and the Sub-Brands
SAMPLE Monolithic Brand Architecture (CORPORATE BRAND)
SAMPLE (DESTINATION BRAND)
THE KENYA TOURISM BRAND ARCHITECTURE
EXISTING DIVERSE PLACE BRANDS
PROPOSED RELATIONSHIP & APPLICATIONS MASTER BRAND & SUB-BRAND
PROPOSED RELATIONSHIP & APPLICATIONS MASTER BRAND & SUB-BRAND
PROPOSED RELATIONSHIP & APPLICATIONS MASTER BRAND & SUB-BRAND
Embrace the Magic
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