Advertiser: Kenyan Ministry of East African Affairs, Commerce and Tourism
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.
Our challenge was to put Kenya back on the map by portraying it as a country on the move -a great nation that is unified, dealing with its challenges head on, moving with the times and open for business.
Our priority was to build the foundations first, a unified nation brand to drive all communication.
We launched Make It Kenya at the Milan Expo in September 2015 –a nation brand covering tourism and inward investment –a new voice of confidence. To launch the brand we needed a campaign to get it everywhere with a particular focus on tourism, the number one concern.