Kenya is turning to a global youth audience to showcase the eighth natural wonder of the world—the great wildebeest migration—as Africa goes all out to ramp up international tourism numbers.
Click here to read the story at qz.com.
Discussion Questions:
- What is tourism?
- Why is tourism important to Kenya?
- According to this story, why are fewer tourists visiting Africa?
- What is destination marketing?
- How might this story represent an example of destination marketing?
- What is a target market?
- Based on this story, what demographic is Kenya targeting with this campaign?
- Why do you think they are targeting this particular demographic?
- What is positioning?
- Based on this story, how is Kenya positioning itself as a destination?
- Why do you think they chose to partner with TikTok for this campaign?
- Do you think a different form of advertising would be as effective for reaching their target consumer? Why or why not?