South African Tourism (SAT) is upping its marketing campaign across its key African markets – a move aimed at building on the success of the World Cup. For the Kenyan market, the tourism marketing body has launched a mobile site www.traveltoSA.mobi with detailed information on various travel deals.
“With Kenya being one of South African Tourism’s core target markets it is vital for us to communicate to the market our value for money offerings and the variety of activities they can engage in while in South Africa on an easily accessible platform,” said Phumi Dhlomo, SAT’s Regional Director for Africa.
He continued: “Every market has its uniqueness and Kenya is no exception. For instance, Kenya has a generally younger population but affordability is within the older yet smaller segments of the population, hence the majority of our visitors are between the ages of 35 and 45, the majority coming from Nairobi. The mobi site is part of our integrated communication strategy maximising our brand awareness promotion to this tech-savvy population by availing of information through their mobile phones.
“Site visitors can choose information they would like to receive from SAT and this gives us the opportunity to customise that communication accordingly by taking into account the unique needs of Kenyan travellers,” said Dhlomo.
According to research carried out by Acceleration Media, a strategic digital media company in South Africa, the Kenyan mobi site recorded an impressive 5 444 clicks during the time period between October 27 and November 17. During the same period, a total of 4 099 unique users with a response rate of 75% were also recorded.
Recently, SAT also announced the appointment of four tour agents who will operate as trade partners in helping sell South Africa as a preferred and affordable business and holiday destination through a joint marketing deal. The four trade partners, comprising Bunson Travel, Holiday Bazaar, Travel N’ Style and Charleston Travel, have been tasked with the role of developing travel packages which are then uploaded on to the mobi site.
