In March 2017, the Kenya Tourism Board approached Myriad with a challenge: develop a campaign that delivers over 14 million media impressions, generates a database of 20,000 consumers and uses custom digital content, video, social and strong imagery. Myriad selected longtime partner Lonely Planet and escorted-tour operator Gate1 to fulfill Kenya’s goals and generate leads for travelers ready to experience everything this breathtaking country has to offer.
The campaign launched on May 24, 2017, after an incredible four-week turnaround. The Lonely Planet promotion included an article by Matt Phillips, "Kenya's 10 Unmissable Experiences"; a display banner program exceeding industry average click-through rates; a Facebook sweepstakes promotion delivering thousands of interactions; and a print ad scheduled to hit newsstands this fall. Gate1 promoted an exclusive Kenya package via ShermansTravel and Facebook as well as to their own database of more than 2 million travelers.
The team looks forward to continuing this success with even more integrated programs for the exciting destination of Kenya.