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Sarova Taita Hills Game Lodges Marketing PresentationReview YTD Jan 2010
MARCH 28th 2011By
Mr. Mohammed HersiRegional General Manager
Sarova Coast Region
• Marketing/PR
OVERVIEW
1. Big Wins 2011
2. PR Publicity
3. Promotions
4. E marketing
Online media marketing: face book,
twitter, blog, you tube
5. New product Developments
6. CSR Initiative
MARKETING OVERVIEW 2011JAN 2011 – MAR 2011
Big Wins 2011
Largest Tusks found during
recently concluded Elephant census
KWS aerial animal census, EFAO
conference centre kicks off via Sarova
Taita Hills Game Lodges Air strip.
3/4 page Elephant Census February 8, 2011- Standard Newspapers
Promotions PR in Coastweek
1/8 Standard Newspapers February 10, 2011
Daily Nation February 7, 2011
Elephant census at Sarova Taita Santuary
Elephants at Sarova Saltlick
Standard Newspapers February 14, 2011
Elephants census at Sarova Taita Hills
Coast week February 11, 2011
Guests experience feature on Daily Nation 19th March,2011
Guests experience cont’
Bush wedding @ SSLGL:Models feature in the
Standard-Home & away.3rd March 2011
1/8 page PR CSR Initiative in coast, 25th March 2011
3/4 page PR Voi Elephant signage, at
Voi turnoff
PR Audit Cost Per Rate Card Ksh.
¾ page PR in the standard newspapers on 08/02/2011 of the count 350,000
1/8 standard newspapers on the 10/02/2011 105,000
1/8 page PR in the standard newspapers 17/02/2011 105,000
¾ page on Taita census 15/02/2011 pg 18 standard newspapers 350,000
½ page on Taita census in the standard newspaper pg 19 15/02/2011 225,000
¾ page placement in the standard newspapers on the 14/02/2011 350,000
½ page animal census report in the star newspapers 15/02/2011 220,000
½ page feature in the Daily Nation newspaper on 08/02/2011 250,000
½ page feature in the Coast Week newspaper on 11/02/2011 104,200
1:00 pm, 7:00 pm and 9:00 prime time news feature of the Animal census and press briefings with Lodge Manager willie Mwadilo 3 minutes each on NTV1:00 pm news, 7:00 pm news9:00 pm news 8/02/2011
2,220,000
Feature on the breakfast show on KTN 07/02/2011 500,000
Feature on animal census K24 7/02/2011 350,000
1/8 page in Standard newspaper featuring Bush wedding PR at SSLGL on 3/03/2011
105,000
1 page Feature Saturday Nation Magazine 19th March 2011 500,000
1/8 Page PR in Coast week on 25th March 2011 46,400
7:00pm, 9:00pm and 7:00am main feature on KTN news “Elephant count and bad road story” with Regional General Manager Mohammed Hersi and Lodge Manager Willie Mwadilo
3,600,000
Total 9,380,600
Sarova Taita Game Lodges on Twitter
E-MARKETING.
Our Face book fan page
E-MARKETING.
Active On Face book
Active On Sarova Hospitality Blog
http://bit.ly/eE2nbGhttp://bit.ly/eE2nbG
Sarova Taita Lodges on you tube posted by NTV Feb 2011
http://bit.ly/hvRnUI
Sunset and Sunrise at Sarova Taita Hills Game lodge - Online PR
SSLGL Online PR on Magical Kenya Face book Page
Online PR on Reuters page : Featuring elephants drinking water at SSLGL water hole
STHGL Trip advisor reviews
SSLGL Trip advisor reviews
Elephant Signage Online PR for Sarova Taita Lodges
Willie Mwandilo's comment on Murram excavation in Taita in the Star website.
Management response
PROMOTIONS
New Product Development : Bush Wedding Package
Tulia Spa at STHGL
The pond walls have been fixed with murram, and rocks.Currently the dam spillway trench construction is ongoing, that will eventually drain part of the dam.Taita Hills Wildlife Sanctuary which is a home to the renowned lodge on stilts- Sarova Salt Lick Game Lodge and Sarova Taita Hills Game Lodge therefore becomes the only sanctuary that has crocodiles as part of its Game offerings. This not only improves the eco-system but also diversifies the wildlife basket that the sanctuary offers her guests.
Crocodile Relocation Project Development
Recent Images of the Crocodiles
Beautiful Birds from Taita Hills Sanctuary
CSR-Community medical care
Marketing Overview Year 2010 (Jan-Dec)
Branding- Offline & online.offline: MOI airport branding of Local & Intl. Arrivals Code masters Video Game Voi Turn Off Signage Ethiopian Airline in channel promotionOnline: Safaricom Post Pay Newsletter Face Book, twitter, you tube & blogging.
New Product Development.Green Tsavo Reforestation ProgramCrocodile Relocation ProjectTeam Building
Promotions . Pr and publicity. Pr Audit. CSR.
Marketing Table of Contents
BRANDING
Mombasa International Airport Partnership
2 Lit Poster Displays at the domestic arrivals and the International arrivals
• Ethiopian Airline has partnered with Sarova Hotels to include the Lodges in their in flight channels as well as include the video shooting in the movie theatres in Ethiopia.
• Ethiopians are receptive to visual advertisements and thus this opens a new market.
Ethiopian Airline Partnership
Strategic Pr Partners/ BIG WINS! 2010
This has been circulated in July and in the current August newsletter to post pay clients.This includes a link to www.sarovahotels.com/saltlick thereby raising our hits.As well as current promotion collateral. This was in exchange for accommodation vouchers.
Safaricom Partnership
Media Partnership
The media team from Nation & Standard were given a team building and green Tsavo experience and this saw the pr support as stipulated in the PR audit ( slide 31 )
MEDIA TREE PLANTING Nation & Std Media Group
07/02/10
• Code masters video filming of SSLGL and recognition and mentions to be featured within the game in exchange for waiver of conservation fees at the park.
Code masters Partnership
Fifteen juvenile crocodiles re-located to the Taita Hills Wildlife sanctuary, an initiative by Sarova Hotels, Pollmans Tours and the donor recipient partnership by Bamburi- Haller Park.
Taita Hills Wildlife Sanctuary which is a home to the renowned lodge on stilts- Sarova Salt Lick Game Lodge and Sarova Taita Hills Game Lodge therefore becomes the only sanctuary that has crocodiles as part of its Game offerings. This not only improves the eco-system but also diversifies the wildlife basket that the sanctuary offers her guests. Crocodiles are species that face a threat of extinction and therefore the need to create alternative gene pools for breeding in order to enhance species survival.
New Product DevelopmentCrocodile Relocation
Green Tsavo is an initiative by Sarova Group of Hotels, Resorts & Game Lodges, in collaboration with Friends of Tsavo and Futouris to engage local community in recovery of biodiversity. This will enhance habitat health in the greater Taita landscape through tree planting initiatives. The management has allocated 25 hectares of land in which to kick start the project by planting 1 million trees 2010/2011 as an initial step towards reforesting the entire Taita Hills Wildlife Sanctuary.
GREEN TSAVO REFORESTATION PROJECT
ROTARY CLUB OF KENYA TREE PLANTING 14/02/10
IMPERIAL BANK TREE PLANTING 20/02/10
PROMOTIONS
1. ¼ page advertisement in the destination Magazine 2. Back page advertisement of the First Choice- Out and About Brochure 3. Back[age advertisement in the SWBRS Easter Programmes- in room4. Included the video of the units in you tube
http://www.youtube.com/watch?v=Us_0Uf4hdgs&feature=related5. So far we have 139 views6. Included SSLGL/ STHGL in the in room channel at SWBR'S. 7. Included the banners of SSLGL & STHGL in the Pollmans office at Baobab Beach Resort &
Spa 8. Half page advertisement in Travel & Dining9. Green Tsavo Launch 10. Advertisement in the sarova newsletter11. Eshot advertising 12. Nyali cinemax slides 13. Fliers distribution14. Sales Blitz by management team15. Online advertising on twitter & Face Book16. Print advertisement in the Star Newspapers and Coast Week.17. SMS promotions
Promotions Channels used
Big Wins 2010:Green Tsavo in KQ In-flight Magazine- Msafiri
PR Publicity
Media Feature during the 1pm News and the 7:00 News on Nation TV on the launch of Green Tsavo.
Media Feature at 3:00 pm on the 7th of March on the Launch of Green Tsavo Project.
Media feature of the launch on K24 TV
1 week Radio Campaign on Capital fm on the Green Tsavo Reforestation Project prior to the launch and an extra week after the launch.
ELECTRONIC MEDIA PR & PUBLICITY
CHANNEL COST BASED ON CURRENT RATE CARD
NATION TV FEATURE 1 MINUTE 1:00 PM NEWS 7TH MARCH 2010 KSH. 500,000
NATION NEWS FEATURE ON THE LAUNCH 7:00 PM NEWS ON THE 7TH OF MARCH, 2010 KSH. 700,000
K24 FEATURE OF GREEN TSAVO LAUNCH AT 3:00 PM ON THE 7TH OF MARCH, 2010 KSH. 200,000
¼ STD NEWSPAPERS FEATURE IN THE NEWSPAPER: TASK FORCE PAINTS GRIM FEATURE FOR MARA TOURISM KSH. 450,200
STD NEWSPAPERS FEATURE OF GREEN TSAVO LAUNCH IN THE PAPER – HOTELS LAUNCH KSH. 214,200
COAST WEEK FEATURE ON GREEN TSAVO: REFORESTATION AT TAITA HILLS GAME SANCTUARY- ¼ PAGE KSH. 60,400
NATION NEWSPAPERS FEATURE IN THE PAPER UNDER PROVINCIAL NEWS 1/8TH KSH. 41,600
BABOON BUSINESS FEATURE IN THE STD NEWSPAPERS ½ PAGE THAT APPEARED TWICE KSH. 1,000,000
¼ PAGE FEATURE ON THE BARISTA COMPETITION IN STD NEWSPAPERS KSH. 150,000
FULL PAGE FEATURE IN THE EAST AFRICAN NEWSPAPER ON SSLGL KSH. 800,000
½ PAGE FEATURE IN COAST WEEK ON THE LAUNCH OF GREEN TSAVO KSH. 92,800
¼ PAGE FEATURE IN COAST WEEK ON FRIENDS OF TSAVO / GREEN TSAVO LAUNCH KSH. 46,400
HALF PAGE FEATURE ON THE TOP PAGE OF COAST WEEK ON SSLGL KSH. 180,000
¾ PAGE FEATURE ON STHGL IN THE COAST WEEK KSH. 320,600
2 WEEKS RADIO CAMPAIGN ON CAPITAL FM ON THE GREEN TSAVO REFORESTATION PROJECT PRIOR TO THE LAUNCH AND AN EXTRA WEEK AFTER THE LAUNCH INCLUSIVE OF 30 MINUTES RADIO INTERVIEW DURING CAPITAL BREAKFAST SHOW ON GREEN TSAVO
KSH. 1,000,000
½ PAGE FEATURE OF GREEN TSAVO IN THE TRAVEL & DINING MAGAZINE KSH.52,500
1/4 PAGE FEATURE OF THE UK TOUR OPERATORS BUSH BREAKFAST AT LION ROCK KSH. 46,400
¼ PAGE FEATURE OF THE TAITA ORGANIC GARDEN AS A SUSTAINABILITY MEASURE KSH. 46,400
1.4 PAGE FEATURE OF THE UK TOUR AGENTS EXPERIENCE AT KUDU POINT KSH. 46, 400
¼ PAGE FEATURE OF THE SAROVA TAITA HILLS RANGER ARRESTING A POACHER- SUSTAINABLE STATEMENT KSH. 46,400
TOP PAGE HALF PAGE FEATURE OF AERIAL VIEW OF SALT LICK KSH. 250,000
5 MINUTE NEWS FEATURE ON REFORESTATION ON K24 KSH.1,500,000
SHARING IN THE JOY OF EASTER CSR PLACEMENT KSH. 200,000
1 MINUTES FEATURE ON KTN ON TOURISM KSH.700,000
½ PAGE FEATURE IN COAST WEEK ON THE CROCODILES RELOCATION KSH.92, 800
¼ PAGE FEATURE IN THE STAR ON SAROVA TAITA LODGES HOLIDAY EXPRIENCE KSH.350,000
¼ PAGE FEATURE IN THE STANDARD NEWS PAPER ON CROCODILE RELOCATION KSH.450.000
Other Pr publications not indicated on slide KSH. 500,000
GRAND TOTAL YTD 13,513,500
PR AUDIT JAN 2010– SEP 2010
PR AUDIT YTDJAN 2010 – MAR 2011
TOTAL: 22,894,100
SSLGL on you tube 25th Feb 2011
CSR
Dr. Roberts from meak eye mission performing eye surgery during the free eye camp at Taita Hills facilitated by Sarova Taita Hills Game Lodge during the month of February. The meek eye mission’s objective was to restore sight to Taita
Hills Community by providing a free eye camp to the surrounding Taita Community.
“Black Mambas” given to the local community by Sarova Group of hotels to enhance their livelihood i.e. Boda Boda initiative as a recognition for their
contribution and motivation to drive local communities devotion to the sustenance of the Green Tsavo Program.
SAROVA TAITA HILLS GAME LODGE’S MANGER MR. WILLIE MWADILO IS HANDING OVER THE CATTLE TO MR. KILEMBA NYANGE FROM THE LOCAL COMMUNITY AFTER THE LODGE THROUGH
THE HELP OF KWS OFFICIALS MANAGED TO TRACE BACK THE 30 STOLEN CATTLE TO THE OWNERS. LOOKING ON IS FELLOW HERDSMAN ALANDI MBOGHOLI AND SAROVA TAITA HILLS GAME LODGES
WARDEN MR. OLIVER MNYAMBO
SWBR’S MANAGEMENT TEAM CORPORATE TREE PLANTING IN SUPPORT OF GREEN TSAVO
SAROVA TAITA HILLS GAME LODGE SHARES IN THE JOY OF EASTER BY HOSTING THE CHILDREN FROM MWATATE ORPHANAGE
THANK YOU