From 1st June 2017, Kamageo started an exciting new marketing initiative, the Zambia Marketing Group (ZMG). More than 25 of Zambia's leading safari companies joined with Kamageo, all with a common goal - to increase tourism to Zambia from the UK.
Combining our creative marketing skills, our reputation in the industry and our intensive knowledge of Africa we aimed to increase demand and desirability for Zambia through consumer marketing, trade marketing, PR, events and social media.
Below were our key objectives:
TO INCREASE ZAMBIA'S SPONTANEOUS & PROMPTED DESIRABILITY
Using Kamageo's industry leading research project, MARIFA (which provides a 360° window in time analysis of trade, media and consumer attitudes) we were able to assess the level of consumer desire for Zambia. When asked which African destinations our panel wanted to visit, the following results have been gleaned :
2016 : Spontaneous 4%; Prompted 17%
2017 : Spontaneous 9%; Prompted 17%
2018 : Spontaneous 17%, Prompted 22%
Source : Kamageo Marifa Reports © 2016, 2017 and 2018. Data is collated in February each year, from a panel of 2,500 ABC1 UK travellers, all of whom have travelled long-haul and 80%+ have visited Africa.
At Kamageo, we believe this improvement reflects a general raising of awareness, rather than reassessment, but these are truly encouraging trends.
TO INCREASE ZAMBIA'S EDITORIAL COVERAGE IN UK MEDIA
Using Kantar - the industry accepted media monitoring system, we are able to analyse all media coverage for our destination. In addition, Kamageo monitors specifically travel related titles, to provide the benchmark towards a destinations 'fashionability'. There has been a significant shift towards Zambia, which is encouraging.
2016 Coverage in Travel-only publications £661,000 (12 months Jan-Dec)
2017 Coverage in Travel-only publications £227,000 (4 months to April)
2017 Coverage in Travel-only publications £1,166,775 ( Beginning of contract June - December)
2018 Coverage in Travel-only publications £146,229 (3 months to March)
RAISE AWARENESS OF ALL OF ZAMBIA'S WEALTH OF TOURISM ATTRACTIONS
World Famous / Iconic : Victoria Falls
Famous locations : South Luangwa and Lower Zambezi
Lesser known treasures : Kafue, Kasanka and North Luangwa
Unknown gems : Liuwa, Barotse and Luambe
Our editorial coverage to date has majored on the Falls, South Luangwa and Lower Zambezi. We have contracts with journalists set to cover Kafue, but due to the lack of commitment from the private sector in Kasanka, Liuwa, Barotse and Luambe, these areas have not be pushed.
TO INCREASE ZAMBIA VISITOR NUMBERS FROM THE UK
Whilst all other performance figures might be nice to know, this is the true measure of our success. But as you know, gaining reliable and robust data is difficult. We we need to source accurate data via ZTA, but the anecdotal evidence (feedback from ZMG members and from the UK trade) suggests that our efforts have had a positive effect, with bookings significantly up on 2017. We do need to introduce more accurate measures for 2018, so your input and assistance is most welcome.