EVERYONE FALLS FOR ZAMBIA
In June 2017, Kamageo launched the Zambia marketing Group - a private sector marketing initiative fully backed by Zambia Tourism Agency. This followed a highly successful UK roadshow sponsored by ZTA. On a limited budget, Kamageo strived to re-awaken interest in the destination for both travel professionals and the general public.
First major campaign in the UK for many years.
New campaign - Everyone Falls for Zambia
UK Roadshow delivered 130% v target
ITV's Good Morning Britain live from Victoria Falls
- Increase from 4% - 17% consumer desire for Zambia
Renewed interest from the trade
Trade Resources Site launched
The new Bradt guide from Zambia created
A first-ever digital campaign launched.
3-D Victoria Falls seen by over 250,000 UK-ers
ITV's 'Good Morning Britain' live from Zambia
UK roadshow delivered 130% of buyer target
250,000 people saw 3D Vic Falls on social media
Stylish new simplified destination guides
New ad campaign "Everyone Falls for Zambia"
Major PR campaign generated £££'s coverage
Special edition Bradt Guide book published
Unique media events created significant interest
From the our first year of ZMG, we have successfully beaten our target for editorial coverage in UK travel publications. Here are our figures for the last three years:
Year 1 (2017-2018) - £2,561,317
Year 2 (2018-2019) - £2,884,925
Year 3 (2019-2020) - £4,244,811
ZAMBIA ON ITV
Kicking off the year with a splash, on Monday 25th June, Andi Peters broadcast live from Victoria Falls on the UK's biggest breakfast TV show - Good Morning Britain. It was the beginning of a 2 week Zambia promotion that spanned across ITV's morning television. The coverage included footage from the Falls themselves, game drives in Mosi-oa-Tunya National Park, boat cruises and water activities on the Zambezi River as well as a visit to The Elephant Cafe, representing the country as the primary safari destination we know it to be.
Over the two weeks, this generated a massive £2,500,000 of media coverage for Zambia! Many of ITV crew also shared their Zambian experience on their own social media accounts, including Andi Peters, which in itself proved really valuable exposure for Zambia.