NAIROBI, KENYA: The Kenya Tourism Board has selected Myriad Marketing and VoX International to promote it as a tourism destination in the US and Canada, respectively, following a competitive RFP process.
Myriad and VoX, both of which were the incumbent firms in their respective countries, were given three-year contracts with two optional renewal years. The contracts' budget details were not released by the agencies. The Kenyan tourism agency announced a global review of all its tourism PR accounts at the beginning of the year.
“We fell in love with Kenya – the animals, the people, the culture…and want to do whatever we can to encourage travelers looking for a ‘magical' experience to visit Kenya,” said Susan Webb, president of VoX International, via email.
She said her firm's focus will be to emphasize the country as a great place for both golf and safari. The agency will also target companies to offer trips to the region as an incentive to their top employees.
“Kenya is the quintessential safari destination in Africa, providing the ultimate in an authentic luxury safari experience,” ?said Al Merschen, managing partner at Myriad Travel Marketing. “Its blend of wildlife, culture, and conservation make it the ideal experience for the experienced American traveler.”
A representative from Travel Marketing Romberg confirmed to PRWeek that it is representing the country in Germany, Austria, and Switzerland, but declined to answer further questions.
The tourism board did change its representation in Belgium, the Netherlands, and Luxembourg, switching from BuroSix Communications to Aviareps, a representative from the incumbent firm said.
It also reappointed Hills Balfour to handle its communications in the UK and Ireland.
Kenya's tourism revenue declined 2% in 2012, compared with a year earlier, to $1.09 billion despite an increase in visitors from 1.26 million in 2011 to 1.78 million last year, according to statistics from the tourism group.
The country hopes to reach 3 million annual visitors by 2015.
A representative from the Kenya Tourism Board did not respond to requests for comment on the contracts.