Taita board 2011 marketing pr

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