Marketing Case Study
Adris Digital Africa was tasked by Uganda Tourism Board to create a marketing campaign for domestic tourism in Uganda. The first project was Tulambule Eastern Uganda, which was designed to market domestic tourism using a mix of Traditional, Digital and Influencer Marketing. The second project was Uganda Tourism Board Golf Tours, which aimed to use golf to market tourism in Uganda.
Challenge:
The main challenge was to create awareness for Tulambule Eastern Uganda and Uganda Tourism Board Golf Tours. Adris Digital Africa had to design a strategy that would capture the attention of the public and bring more engagement and interest to the topic of domestic tourism and golf tours in Uganda.
Solution:
Adris Digital Africa designed a strategy that involved traditional media and digital media, influencer marketing, and media relations. For Tulambule Eastern Uganda, Adris Digital Africa leveraged both micro and macro influencers to create buzz around the campaign. Macro influencers included beauty queens from Miss Uganda, and Miss Tourism, as well as socialites. Adris Digital Africa's disruptive pivot was a stunt where we made the public think that one of their macro influencers, Socialite and Former TV presenter, Anita Fabiola, had married a Karamajong warrior. The narrative was sold and published by major media outlets, bringing more engagement and interest to the topic of Tulambule Eastern Uganda. The campaign had top-of-mind awareaness for the entire duration of a month of execution.
For Uganda Tourism Board Golf Tours, Adris Digital Africa offered influencer marketing and media relations to the project. Adris Digital Africa leveraged golf influencers to create buzz around the different tourism destinations in Uganda.
Results:
Adris Digital Africa's strategy successfully captured the attention of the public and brought more engagement and interest to the topic of domestic tourism and golf tours in Uganda. The Tulambule Eastern Uganda campaign had top-of-mind awareness for the entire duration of a month of execution, and the Uganda Tourism Board Golf Tours campaign successfully leveraged golf influencers to create buzz around the golf tours in Uganda but pertinently, used the occasions to showcase the wonders of Uganda to the domestic tourists. Overall, Adris Digital Africa's strategy was successful in creating awareness for domestic tourism and golf tours in Uganda.
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