Situation
In March 2017, the Kenya Tourism Board approached Myriad with a challenge: develop a campaign that delivers over 14 million media impressions, generates a database of 20,000 consumers and integrates custom digital content, video, social and strong imagery.
Action
Myriad selected longtime partner Lonely Planet and escorted tour operator Gate1 to fulfill Kenya’s goals and generate leads for travelers ready to experience everything this breathtaking country has to offer.
The campaign launched on May 24, 2017, after an incredible four-week turnaround. The Lonely Planet promotion included a feature article by writer Matt Phillips, “Kenya’s 10 Unmissable Experiences“; a display banner program exceeding industry average click-through rates; a Facebook sweepstakes promotion delivering thousands of interactions; and a print ad that hit newsstands that fall. Gate1 promoted an exclusive Kenya package via ShermansTravel and Facebook as well as to their own database of more than 2 million travelers.
Results
Within the limited four-week campaign, Myriad exceeded its target goal with 46,000 sweepstakes entries. The Lonely Planet article garnered over 1,200 views, and Gate1 booked 189 passengers to Kenya.
