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| The Internet is the fastest-growing communication tool ever devised. The impact of Internet technologies—from Web sites to smart phone applications—on travel consumer purchasing is enormous and merits a serious strategic focus to any destination’s approach to capturing more travellers. MCA Namibia has contracted Solimar International to assist the Namibia Tourism Board (NTB) and its staff to carry out a global online marketing campaign for an initial period of two years in order to build awareness of the value and effectiveness of online marketing techniques. The Solimar team will work in partnership with the NTB through a consultative process that makes optimal use of the existing structures and systems of the NTB. |
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The overall objectives of the Online Marketing Campaign are:
- To raise awareness of Namibia as a tourism destination;
- To increase tourist arrivals and spending in Namibia;
- To disperse tourists to underserved destinations within the country; and
- To mitigate seasonality by targeting niche markets interested in travel to Namibia throughout the year.
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The project will be comprised of four main components:
- The creation of an Online Marketing Strategy for the NTB. Aligned with the NTB’s overall business strategy, the Online Marketing Strategy is not only the starting point for the online marketing campaign but will serve as the foundation that will guide all decisions and activities.
- The creation and implementation of a two-year business plan based on the strategy. While the Online Marketing Strategy serves as the foundation for the campaign and provides a purpose for engaging stakeholders, the Online Marketing Business Plan will set a course of action and clarify the NTB resources required to implement the strategy.
- Implementation of the Online Marketing Campaign. With the strategy and business plan in place, the Solimar team will implement the Online Marketing Campaign with and through the NTB and its international offices.
- The training of NTB personnel in online marketing techniques while improving connectivity of their international network of offices. The Solimar team will provide a comprehensive training program that combines intensive on-site workshops and distance learning through webinars.
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EXPECTED OUTCOMES
Our vision for the campaign is to ensure that the NTB possesses the tools and institutional capacity needed to integrate online and social media marketing into the country’s global marketing strategy.
We will accomplish this vision throughout the course of the two-year campaign with the following anticipated results:
• Increased quantity and quality of Namibian tourism information found online and in trade partners’ marketing portfolios;
• An active community of travellers, media, trade partners, and NTB brand ambassadors that are communicating actively and positively about Namibia through online social networks;
• New and strengthened trade partnerships to better leverage trade investments in marketing and sales of Namibia;
• A globally integrated virtual marketing team that is working collaboratively to implement a cohesive online and social media marketing strategy adapted to the local context;
• Quantitative data measuring the return on investment and social media effectiveness to be used by NTB senior management and trade partners; and
• Significantly increased worldwide knowledge of Namibia as a tourist destination and as a result, increased tourism revenue from additional tourist visits following the call of the Ministry of Environment and Tourism to double the number of visitors by 2020.
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