Marketing Currents - Business and Marketing Current Events

The eighth natural wonder of the world is getting a partnership with TikTok


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

Discussion Questions:

  1. What is tourism?
  2. Why is tourism important to Kenya?
  3. According to this story, why are fewer tourists visiting Africa?
  4. What is destination marketing?
  5. How might this story represent an example of destination marketing?
  6. What is a target market?
  7. Based on this story, what demographic is Kenya targeting with this campaign?
  8. Why do you think they are targeting this particular demographic?
  9. What is positioning?
  10. Based on this story, how is Kenya positioning itself as a destination?
  11. Why do you think they chose to partner with TikTok for this campaign?
  12. Do you think a different form of advertising would be as effective for reaching their target consumer? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.