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Presented by: Dr. Betty Radier
Chief Executive Officer - Kenya Tourism Board
THE JOURNEY YESTERDAY
TOMORROW
TODAY
THE ROLE OF KTB IN THE REBRANDING OF THE TOURISM INDUSTRY Presented - - PowerPoint PPT Presentation
THE ROLE OF KTB IN THE REBRANDING OF THE TOURISM INDUSTRY Presented - - PowerPoint PPT Presentation
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
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ROLE OF DMOs
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WHERE WE HAVE BEEN
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WHERE WE HAVE BEEN
Products Vs. Experiences
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THE JOURNEY
YESTERDAY
TOMORROW
TODAY
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Shared Learning: Peru
A Case Study
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Peru needed a strong and positive country brand that stood out, drew attention, and was able to transmit a clear promise.
THE CHALLENGE
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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…)
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To create competitive advantage for Peru to not only gain international exposure for tourism and exports, but also to attract investors.
THE OBJECTIVE
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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.
BRANDING STRATEGY
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Phase 1: Domestic campaigns (to get buy in and support of Peruvians) Phase 2: International campaigns (key markets to communicate new positioning)
RE-BRAND LAUNCH CAMPAIGNS
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RESULTS: IMPACT ON TOURISM
2,600,000 3,164,000 3,456,000 4,032,000 4,419,000
2011 2012 2013 2014 2015 2016 2017 2018
INTERNATIONAL ARRIVALS
*2011, Peru Re-Branded
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2011 2012 2013 Awareness 33.6% 56.8% 83% Familiarity 7.13% 10.30% 23% Advocacy 76.38% 91.30% 84%
RESULTS: COUNTRY BRAND INDEX
93% public acceptance rate according to a survey a few months after the launch.
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RESULTS: IMPACT ON EXPORTS
2011 Target. To achieve US $41 billion in exports 2011: US $46.33 billion 2012: US $45.52 billion 2013: US $41.511 billion
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RESULTS: IMPACT ON INVESTMENT
2011 Target. FDI flows of US $ 8 billion 2011: US $7.65 billion 2012: US $12.24 billion 2013: US $12 billion
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THE JOURNEY
YESTERDAY TOMORROW
TODAY
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REFINING WHAT WE STAND FOR
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EMBRACE THE MAGIC
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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.
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Personality
Traits that could be attributed to the brand
Culture/values
The value system by which the actions are driven enhancing differentiation points
Self-image
Target’s own internal mirror
Physique
The tangible attributes of the destination
Relationship
The brand’s style
- f behaviour,
emerges from how the brand acts, delivers services and relates to customers
Reflection
Image of the target that the brand offers to the public
Picture of the sender (brand) Picture of the receiver (target) Brand essence
Experience beyond imagination *
Social aspects (external) Brand spirit (internal)
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RE-BRANDED MAGICAL KENYA LOGO
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THE BRAND ARCHITECTURE
Clarity on the Master Brand and the Sub-Brands
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SAMPLE (CORPORATE BRAND)
Monolithic Brand Architecture
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SAMPLE (DESTINATION BRAND)
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THE KENYA TOURISM BRAND ARCHITECTURE
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EXISTING DIVERSE PLACE BRANDS
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PROPOSED RELATIONSHIP & APPLICATIONS MASTER BRAND & SUB-BRAND
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PROPOSED RELATIONSHIP & APPLICATIONS MASTER BRAND & SUB-BRAND
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PROPOSED RELATIONSHIP & APPLICATIONS MASTER BRAND & SUB-BRAND
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