An example Overview
by Excluss on Promoting Ugandan Tourism.
The objective of a campaign is to not only embrace and
support, but to go further and implement
new concepts and ideas to place the destination in the
very top of preferred destinations amongst British and
other European travelers. We list below an example on
how Uganda could be effectively promoted in the UK.
In the world of advertising 'the more eyes see the more
the heart desires' is the most successful of all strategies.
Uganda is simply 'not seen' enough as opposed to competing
destinations such as South Africa and Kenya. There is
a strong need to enlighten the public about Uganda
with prominence given to the benefits of choosing Uganda
'The Pearl of Africa' as a destination. The proposed
activities below could see Uganda gain unparalleled
exposure over the next years throughout the UK and
Europe, putting Uganda on the lips of millions and
blanket branding the 'Pearl of Africa' trademark indelibly
into the minds of the public, media and tour operators.
To achieve this a multi pronged aggressive promotional
campaign is envisaged.
A few examples are given below;-
- High impact graphical advertisements in leisure magazines
and travel related sections of middle to upper class
read papers and journals.
- Representation at major travel exhibition events
such as WTM, IFTM, ILTM etc.
- Localised events and mini exhibitions in major
cities across the UK, supported by the 'Pearl of Africa'
road show coach.
- Multi level radio and television promotion by way
of talk shows, documentaries, competitions, travel
programme's and like.
- Enticing mini documentary adverts run across existing
TV screens in waiting areas such as private doctors/dentists
surgeries, estate agents, professional institutions
and some government offices, Post Office's etc.
- Full length feature documentary filmed and produced
for geographic, nature and travel TV channels in UK
and across Europe.
- Vertical advertising directly at ornithology, nature
and animal groups and their individual members. Over
1 million members of the RSPB and many other ornithology
society/group members. Millions of members of animal
groups, visitors to Kew Gardens (1.5 million in 2011)
and other specialists interest groups.
- Pro-actively engage travel journalists, travel experts,
tour operators and media in general to promote Uganda.
- In flight TV and magazine advertising on selected
airlines and travel routes.
- Direct mailing to selected members of AmEx and other
vertical market selected member groups/databases.
- Intense marketing at European Tour Operators is an
important element to overall success in promoting Uganda
to potential tourists.
- Involvement of renowned celebrities, travel experts,
travel journalists, travel agents and media on visits
to Uganda.
- Aggressive Internet Marketing. To include refining
and promotion of existing tourism sites, creating new
pages/sites and indexing with world search engines,
creating social media channels and building interest
on Facebook, YouTube and many other important social
media centers. A consistent
SEO promotion campaign is imperative with $billions
being spent online by tourists.
These would be some of the
initiatives necessary to promote and brand tourism to
Uganda over the coming years. Uganda seems poised to
emerge from the continent as the Pearl of Africa it truly
is and take its rightful pace in the top of the tourism
charts.
See
traveler reviews on Uganda
See political overview of Uganda tourism
Uganda Tourism
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Among the animals
By Peter Mandel - Washington Post |
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