The Challenge

In early 2015, Kenya’s Ministry of East African Affairs, Commerce & Tourism turned to Red Agency to help it recover from one of the nation’s worst tourism slumps following Al Shabbab terrorist activity with a six-month campaign.

We needed to move the perception of Kenya from a high risk destination to a safe travel option, communicate the country’s wider proposition over and above safaris and the Maasai Mara, and promote its breadth of wildlife and high-end luxury offerings.


The Solution

Our core strategy was to put Kenya in travellers’ consciousness with big ticket campaigns, including Herd Tracker, the world’s first live web broadcast of the Great Migration via Periscope, whilst dialling up positive news stories for the country’s safe destination areas across travel, luxury, adventure, wilderness and family media.

We used pertinent hooks such as World Elephant Day to ensure story relevance and leveraged Kenya’s leading conservation work to drive a positive news agenda off the back of global stories such as Cecil the Lion.

The Results

Repositioned Kenya as a natural beauty with unique wildlife, vibrant culture and a destination in its own right
Demonstrated support for Kenyan initiatives like Herd Tracker and Make It Kenya
Created targeted media programs around key calendar events
100+ high profile Tier 1 media clips in just 6 months


Travel and tourism
Consumer marketing
Media relations
Social media