INSPIRE THE PUBLIC TO VISIT ZAMBIA
Whilst don’t have a big communications budget, we did aim to grab the attention of the travelling public and increase their desire to visit Zambia. This required us to be as creative as possible - through PR, stunts, consumer events and a small-scale print advertising campaign.
Scroll down to see the activities and results.
PUBLICITY STUNTS & EVENTS
Launching at the UK's biggest travel shows, 'The Times Destinations Travel Show', we displayed our one-of-a-kind 5m x 3m Victoria Falls 3D artwork alongside our 3m x 2m Zambia stand. With this years show attracting over 50,000 visitors, the artwork went down and storm and was easily the highlight of many visitors' visit. Below are some of our favourite moments from the show:
ZMG ran a competition in partnership with the artwork to create more of a buzz around the initial launch as well as creating more of an incentive to engage with the artwork - the prize being the ultimate trip to Zambia, (a 10 day trip for 2 people incl. a visit to Victoria Falls). In order for participants to enter the competition, we were encouraging them to take a picture of themselves with the artwork and share their pictures on any of their social media accounts using #3DZambia. Throughout the course of the Destinations show promotion period*, (*4 show days + 7 days prior to show + 1 day post show), we collated these statistics through our social platforms:
#3DZambia was used 76 times
The total number of likes for posts using #3DZambia was 3,069
The top post using #3DZambia by @captainergun received 1,190 likes
#3DZambia was used 64 times
Total number of likes for posts using #3DZambia was 284
The top post using #3DZambia by @liveonshoestring received 19 likes
#3DZambia was used 15 times
TIMELAPSE VIDEO (pre-show)
7 days prior to the show starting, we released a time-lapse video of the 3D artwork on Zambia's social media channels and through press releases and photo calls. The time-lapse video, on Facebook alone, reached 204,801 people and the video was watched 86,801 times, receiving over 1,300 reactions (likes, comments & shares), over the course of the Destinations Show promotion period. On YouTube it received over 500 views.
Since then the video post on Facebook is still performing with a reach of 205,371, 87,365 views and 1379 likes, comments and shares.
ZAMBIA TOURISM UK WEBSITE
Those who didn't want to have their picture taken with the artwork were able to enter their details on our website to enter. During the Destinations show promotion period, we had 152 unique entries which all count towards new contacts for our consumer database, fitting our target market. In response to this, we had 509% more visitors to our website during this period and 545% more unique visitors, 99% of them residing in the UK.
The competition is still running on our website homepage and is being shared online therefore we are still getting a significant amount of traffic to the website and have since received over 2000 additional entries/contacts for our consumer database. Full website analytics will be featured further down the page or simply click here.
DESTINATIONS SHOW WEBSITE
During the Destinations show promotion period, the travel show itself featured the #3DZambia attraction on their website news page so it was uncommon for visitors to approach us already having knowledge. We are awaiting stats from Destinations on page views.
We will continue to run the competition through till October 2018 in order to enhance the exposure of our 3D artwork and ultimately the exposure of Zambia as a travellers destination.
ZAMBIA TOURISM UK STAND AND SHOW REVIEW
The stand was consistently busy with visitors asking 'when' rather than 'why' should they visit Zambia. Over 4000 copies of a Zambia destination guide, (featuring all ZMG members), were taken away.
Having no initial support from ZTA, it left us no choice but to start our social media accounts from scratch therefore we developed three main social media accounts under the handle @ZambiaTourismUK.
Our strategy consisted of initially sharing member and tourists posts to populate our channels with good quality content and essentially build up our following and soon our channels started to build momentum. This is still an continuous process in order to involve partners and followers as well as receive some engagement in response.
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. Every PR or consumer stunt or event we implemented has also played a significant part in our social media campaigns, (see above).
Facebook has proven to be the most successful platform, 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 overall statistics of the performance of our key channels (and note that all figures are for UK only):
New Page Likes: 692
Video Views: 28,116
New Page Likes: 283
Video Views: 12,374
New Page Likes: 1,308
Video Views: 102,738
New Page Likes: 2,007
Video Views: 229,791
New Page Likes: 4,290
Video Views: 373,019
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
New Followers: 73
New Followers: 48
New Followers: 103
New Followers: 99
New Followers: 323
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
New Followers: 73
New Followers: 145
New Followers: 218
New Followers: 554
New followers - Number of new people who follow us on Instagram.
#EveryoneFallsForZambia - Number of people who have used the hashtag on Instagram.
With a significantly small budget, we developed three eye-catching print advertising artworks all with different messages which we allocated 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 also chose to advertise in these publications to encourage increased editorial coverage for Zambia within these chosen titles
The style of the adverts adopt our campaign branding with a torn-edge, informal, scrapbook look giving the feel of looking into a travellers personal travel journal where they have wrote down what they love about Zambia. The quotes have more meaning as they have been taken from the words of key travel experts within the Africa tourism industry, to promote a more authentic perspective.
Below are the three different artworks and their individual selling points/messages:
Here shows the advertising space allocated throughout the course of the year. 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 79 | July - September 2017 | Prime Leopard Sightings | A4 Full Page Ad
Edition 80 | October - December 2017 | Home of the Walking Safari | A4 Full Page Ad
Edition 81 | January - March 2017 | Traditional Safari Destination | A4 Full Page Ad
NATIONAL GEOGRAPHIC TRAVELLER | READERSHIP: 150,000
Issue 61 | December 2017 | Prime Leopard Sightings | A4 Full Page Ad
Issue 63 | March 2018 | Home of the Walking Safari | A4 Full Page Ad
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
September 2017 | Prime Leopard Sightings | A4 Half Page Ad (landscape)
In November 2017 we started our consumer emailer campaign. On a monthly* basis we have been 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, in which we hope to grow to a similar number and in turn banish the more generic contacts list.
*1-2 newsletters a month
Below are a list of consumer newsletters sent to date:
Zambia is a destination rich with authentic experiences and offers a sense of raw Africa. It's known for its premier safari locations and prime game viewing, it's own addition to the Natural Wonders of the World, Victoria Falls and its high quality hospitality, but there's even more to Zambia than that...
It’s that time of year again; the heavens open and the much awaited rain descends on Zambia, transforming the once dry plains into an oasis of lush green vegetation, and for many, now is the time to visit.
2017 was the year of ‘world firsts’ for Zambia as two of its highly praised National Parks claimed prestigious titles regarding sustainability.
We know Prince Harry has a love for Africa but was a romantic trip to Victoria Falls, Zambia what sealed the deal for him and Meghan?
Thank you for entering our competition for a chance to win a 10 day trip for 2 to Zambia. We hope you get the chance to see the famous Victoria Falls for yourself!
For the safari connoisseur, Kafue National Park offers a traditional raw African safari experience of true exclusivity combined with excellent game viewing.
Zambia, one of southern Africa’s most rewarding and least travelled safari destinations, is often referred to as the ‘connoisseur’s’ destination as it’s very suited for the experienced safari-goer and for those seeking somewhere a little more adventurous and ‘off-the-beaten-track’.
Zambia’s leading domestic and regional airline, Proflight Zambia, has recently helped rescue an orphaned baby elephant.
Livingstone is known as the base for global travellers wanting to explore one of the 7 natural wonders of the world, Victoria Falls. Livingstone has numerous accommodation options, but for those still wanting to get their ‘safari’ fix close to the falls, Islands of Siankaba, Toka Leya Camp and Waterberry Zambezi Lodge all offer their own twist.
If game drives, walking safaris and hides aren’t enough of a draw to Africa’s most authentic safari destination, how about taking to the water to get close to Zambia’s exceptional wildlife?
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 per quarter:
Unique users: 6
Website visits: 10
Unique users: 650
Website visits: 750
Page views: 1,373
Unique users: 520
Website visits: 685
Page views: 1,532
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 Destination Guide here
View the Zambia Bradt Guide Insert here