Kenya’s attempts to rebuild its tourist industry after the political violence that engulfed the nation at the turn of the year have been given a boost by Virgin Atlantic.
The airline is launching a new print and poster campaign promoting flights to Nairobi later this month. It will be supported by the Kenya Tourist Board.
The tourism board has shortlisted four agencies to pitch for a print campaign that will run this summer, and is also seeking partners in the travel industry.
Virgin’s ads, including posters on the London Underground and press, break on May 19. It is the first wave of the campaign, which will run throughout the year.
Angie Meddins, sales and marketing director for the Kenya Tourist Board in the UK, says working on the campaign with Virgin is “great timing for promoting Kenya”.
She adds: “The Kenya Tourist Board is also running a number of other campaigns over the coming months, including print ads in June.”
Around 200,000 visitors from the UK visited Kenya in 2007 and the tourist board was hoping for funding from the Kenyan government to stimulate the industry after the violence that marred presidential elections last year (MW January 10).