Campaigns: Commuters fall in love with Kenya

Kenyan Rose campaign, Hills Balfour PR
Kenyan Rose campaign, Hills Balfour PR

Client: Kenya Tourist Board
PR team: Hills Balfour
Timescale: April 2011
Budget: £13,000

The Kenya Tourist Board wanted to capitalise on the fact that Prince William and Kate Middleton got engaged in Kenya. It asked Hills Balfour to run a campaign in the run up to the royal wedding in April.

Objectives

- To increase awareness of Kenya as a wedding and honeymoon destination

- To increase sales to Kenya through a tour operator.

Strategy and plan

The PR team's strategy was to get Kenyan Maasai Warriors to give out 13,000 single Kenyan roses to London commuters a few days before the royal wedding. The accompanying gift card read 'Find romance in Kenya ... Will and Kate did', and included details about the country and a holiday package from tour operator Hayes & Jarvis. The warriors also delivered roses to travel editors. This was part of a wider campaign around the wedding that included group press trips and radio competitions.

Measurement and evaluation

The campaign generated more than 50 pieces of coverage, including in national and regional newspapers, on radio, online and in trade in the UK, as well as coverage in Germany, Russia, Finland and Japan.

Results

All 13,000 Kenyan roses were delivered to London commuters and media. Hayes & Jarvis reported Kenya was its top selling destination for the week following the promotion.

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