© Kamageo 2019

rich@kamageo.com

01664 823750

ZAMBIA MARKETING GROUP

INSPIRE THE PUBLIC TO VISIT ZAMBIA

Scroll down to see all our consumer marketing activities to date.

 

 

PUBLICITY STUNTS & EVENTS

MORE #3DZAMBIA TBC

#3DZAMBIA
#3DZAMBIA
#3DZAMBIA
#3DZAMBIA
#3DZAMBIA
#3DZAMBIA
#3DZAMBIA
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SOCIAL MEDIA

Last year we started our social media accounts from scratch. We developed three main social media accounts under the handle @ZambiaTourismUK and we developed our first hashtag, #EveryoneFallsForZambia, which we have used throughout all our communications on all platforms and have encouraged others to do so when sharing Zambia content

Facebook has proven to be the most successful platform so far, possibly because of its more engaging users being more suited to our ideal target market. Instagram followers closely behind and has grown quicker than expected possibly because of the high quality content and imagery being shared as well as being an extremely popular platform for photography and wildlife lovers. Twitter is often a more gradual progress with gaining followers and engagement due to its newsy nature and text driven content.

Below show statistics of the performance of our key channels so far for Year 2 (and note that all figures are for UK only):

FACEBOOK YEAR 2

QUARTER 1

New Page Likes: TBC

Impressions: TBC

Engagements: TBC

Video Views: TBC

QUARTER 2

New Page Likes: TBC

Impressions: TBC

Engagements: TBC

Video Views: TBC

QUARTER 3

New Page Likes: TBC

Impressions: TBC

Engagements: TBC

Video Views: TBC

QUARTER 4

New Page Likes: TBC

Impressions: TBC

Engagements: TBC

Video Views: TBC

TOTAL

New Page Likes: TBC

Impressions: TBC

Engagements: TBC

Video Views: TBC

New Page Likes - The number of new people who have liked our Page.

Impressions - The number of times any content from our Page or about our Page entered a person's screen.

Engagements - The number of people who engaged with our Page.

Video Views - Total number of times videos have been viewed for more than 3 seconds

Reach: 205,262 | Video Views: 87,264 | Reactions: 1,375
Reach: 31,165 | Reactions: 2,108
Reach: 14,742 | Reactions: 1,250
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TWITTER YEAR 2

QUARTER 1

New Followers: TBC

Impressions: TBC

Engagements: TBC

QUARTER 2

New Followers: TBC

Impressions: TBC

Engagements: TBC

QUARTER 3

New Followers: TBC

Impressions: TBC

Engagements: TBC

QUARTER 4

New Followers: TBC

Impressions: TBC

Engagements: TBC

TOTAL

New Followers: TBC

Impressions: TBC

Engagements: TBC

New followers - Number of new people who follow us on Twitter.

Impressions - Number of times users saw the Tweet on Twitter.

Engagements - Total number of times a user has engaged with a tweet

Impressions: 18,026 | Media Views: 5,706 | Total Engagements: 409
Impressions: 10,697 | Total Engagements: 184
Impressions: 5,256 | Media Views: 523 | Total Engagements: 214
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INSTAGRAM YEAR 2

QUARTER 1

New Followers: TBC

#EveryonesFallsForZambia: TBC

QUARTER 2

New Followers: TBC

#EveryonesFallsForZambia: TBC

QUARTER 3

New Followers: TBC

#EveryonesFallsForZambia: TBC

QUARTER 4

New Followers: TBC

#EveryonesFallsForZambia: TBC

TOTAL

Followers: TBC

#EveryonesFallsForZambia: TBC

New followers - Number of new people who follow us on Instagram.

#EveryoneFallsForZambia - Number of people who have used the hashtag on Instagram.

307 likes
239 likes
221 likes
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PRINT ADVERTISING

 

Keeping the same branding and visual elements, we have created a selection of new advertisement designs for Year 2 and have gathered some more personal quote from some of the UK travel industry's top tour operators.

 

Again, with a significantly small budget, we've developed eye-catching print advertising artworks with different messages which we will continue to allocate strategically to a small and select set of publications which suit our target market and have a more precise yet still large readership. 

 

As well as to increase awareness of Zambia as a destination and catch our consumers eye, we have also chose to advertise in these publications to encourage increased editorial coverage for Zambia within these chosen titles.

Below are three new artworks and their individual selling points/messages:

Pre-historic Zambia
Authentic Africa
The best walking safaris
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Here shows the advertising space allocated throughout the course of Year 2. The three publications we chose to advertise in were Travel Africa, National Geographic Traveller and The Guardian Travel Guide:

TRAVEL AFRICA MAGAZINE | READERSHIP: 74,000

Edition 83 | July - September 2017 | Authentic Africa | A4 Full Page Ad

Edition XX 

Edition XX

NATIONAL GEOGRAPHIC TRAVELLER | READERSHIP: 150,000

Issue XX

Issue XX

NATIONAL GEOGRAPHIC TRAVELLER: THE AFRICA COLLECTION | READERSHIP: 125,000

April 2018 | Prime Leopard Sightings | A4 Full Page Ad

THE GUARDIAN TRAVEL GUIDE | READERSHIP: 350,000

XX

 

CONSUMER NEWSLETTERS

At least once every 2 months, basis we are sending newsletters to our database of contacts relevant to Africa travel. The initial database consisted of over 8,000 contacts. Since then we have collated over 2,000 more precise and targeted contacts more relevant to Zambia's market in the UK, which is continuing to grow on a daily basis.

Below are a list of consumer newsletters for Year 2 sent to date:

The Luangwa needs YOU (June 2018) >>>

The Luangwa is under threat with multiple proposals in place by the government, putting the ecosystem at risk. Urging people to sign the WWF petition.

Zambia on ITV (June 2018) >>>

Zambia is taking over ITV for three whole weeks, starting Monday 25th June, with over 80 appearances across three of the UK’s biggest daytime TV shows - Good Morning Britain, Lorraine and Loose Women.

Zambia on ITV reminder (June 2018) >>>

Good Morning Britain will be holding a competition to win a large cash prize,giving one lucky viewer the chance to spend it on their own trip of a lifetime, which may well be to our beautiful Zambia!

 

WWW.ZAMBIATOURISM.CO.UK (WEBSITE ANALYTICS)

Like the social media accounts, without the backing of ZTA from the beginning, we had to create our own website to be used in relation with our marketing activities such as social media and consumer events.

 

As we didn't want it to be the official 'tourism' webpage, (ZTA does that very well), we wanted it to be another resource for those wanting to learn more about our partners in ZMG as well as information on upcoming events. It's essentially an additional resource to back up ZMG communications, show a portfolio of our partners, news regarding our partners and to essentially host our campaign along with residing competitions. Quite often we would direct consumers to the official Zambia Tourism Agency website due to its extensive factual bank of Zambia knowledge, therefore it has never been a competing website. Hopefully with backing from ZTA in the future, we can assist them on improving their already successful website.

We made the website live in July. Below are basic analytics for Year 1:

QUARTER 1

Unique users: 6

Website visits: 10

Page views: 

QUARTER 2

Unique users: 650

Website visits: 750

Page views: 1,373

QUARTER 3

Unique users: 520

Website visits: 685

Page views: 1,532

QUARTER 4

Unique users: 2,176

Website visits: 2,322

Page views: 3,439

 

CONSUMER PRINT MATERIALS

ZAMBIA DESTINATION GUIDE & LIMITED EDITION ZAMBIA BRADT GUIDE

For use at consumer, (and trade), events we created a compact destination guide featuring all of our ZMG partners, brief introductions to top destinations and quick fire activities list. This was then replicated as an insert for the newest edition of the Zambia Bradt Guide, a well respected UK travel guidebook publisher. We have distributed over 4000 destination guides to potential tourists and have selectively distributed half of our Bradt Guides to tour operators and Safari Roadshow and very interested consumers at Destinations.

View the UPDATED Destination Guide here

View the Zambia Bradt Guide Insert here

(The last remaining 130 copies will be strategically distributed to T.O. significantly interested in Zambia and for use in competitions at events.

Zambia Destination Guide
Inside Zambia Destination Guide
Limited Edition Zambia Bradt Guide
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