Kenyan Ministry of East African Affairs, Commerce and Tourism: Make it Kenya

Kenya successfully challenged its negative reputation with a global media outreach campaign.

Campaign details

Advertiser: Kenyan Ministry of East African Affairs, Commerce and TourismAgency: Grayling

Summary

When Grayling was appointed in September 2015 by the Kenyan Ministry for Tourism, brand Kenya was in tatters. A country that was once a favourite with tourists had suffered huge declines of 27% due to its political unrest and its struggle with terrorism, as well as perceptions of Ebola. And inward investment was faltering too and not keeping up with other Sub Saharan African countries. From the outside it looked like a country out of control, beset by chaos and confusion.

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