Marketing & Branding Tanzania
The US market is the most important global outbound market and the top overseas market for Tanzania. Developing strategies to grow this market was key. As Americans typically use packaged tours for long haul trips, travel trade alliances and strategies to grow the US market were needed.
In addition, Tanzania needed to find ways to get American travellers to spend more and stay longer at the destination.
The Tanzania Tourist Board hired Leve Global to develop a Market Assessment, Marketing Strategy and Communications Plan to grow the American market.
The Market Assessment involved profiling and forecasting of American travellers; and determining how Americans think, feel and behave.
Marketing and Communications Strategy involved:
Identified the key interests and motivators of American travellers through the development of an American Traveller Avatar so that marketers can better understand who Americans are and how to effectively target them.
Identified and assessed the most lucrative cities and states to guide targeted and focused marketing activities and ensure effective use of limited marketing budgets.
Developed a detailed database of American Tour Operators and Travel Agents to set the foundation for strong travel trade partnerships including address, email and telephone number and areas of specialisation.
Identified key media houses and distribution channels to target, for what purpose, and for which cities and states.
Developed a comprehensive Digital Marketing Plan identifying which digital channels are most effective at targeting American travellers and how to effectively deploy digital marketing initiatives over a three year period.
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