Kenya has launched another major advertising campaign on BBC World News under the marketing slogan “Jambo”.

The 60 seconds commercial will appear on the European, African, Asian, South Asian, and Americas BBC news feeds, giving the campaign a global coverage. 

The advertisement is funded by the European Union and will run up to June this year and also appear on the BBC website.

This is the first time, Kenya is advertising on BBC World News as part of its marketing campaign initiatives to reach out to a wider audience. The Jambo initiative follows a similar six months campaign in the Cable Television Network (CNN).

The Jambo campaign was launched on Monday by Tourism Minister Najib Balala during a reception for Marketing Development Representative (MDR) who market Kenya in the main source markets worldwide.

The MDRs are in the country for their annual summit aimed at familiarizing themselves with the destination and presenting their programmes and work plans for this year.

Speaking during the event the Minister said significant growth in terms of tourist arrivals and earnings have been realized since the Government changed its approach in marketing tourism and started using the MDRs.

“Even during the global economic downturn on most destinations, our tourism performance for the past one year has been impressive with majority of our source markets recording full recovery”, said the Minister.

Kenya recorded an improvement in tourism growth of over 30% above 2008 levels which was higher than the global trend in 2009 which declined by 4%.

Among the marketing strategies that the MDRs are expected to undertake this year includes road shows in various markets, familiarization trips for travel agents and international media, trade exhibitions and media advertising campaigns.