KTB Leverages on NN Mission Marathon to Market Kenya Tourism News Kenya Marathon
Kenya once again over the weekend was in the global limelight as Kenyan marathoners took to the stage for a marathon at the NN Mission Marathon in Enschede, the Netherlands. Eliud Kipchoge was the winner of the Marathon in a record time of 2:04:30. Tourism News Kenya Marathon
Kenya Tourism Board (KTB) as one of the sponsors of the event leveraged the marathon to promote the destination brand to the world.
World Marathon Record Holder, Eliud Kipchoge led the Kenyan team for the competition held on Sunday, 18th April 2021, ahead of Tokyo Olympics in the year where he will be expected to defend his Olympics title.
The Enschede Marathon is billed as the only last chance race for many European, African and South American Marathoners before the Tokyo Olympics in July, 2021.
KTB CEO Dr. Betty Radier on 16th April 2021 ahead of the NN Marathon said that the event presents Kenya with an opportunity to leverage on the global coverage of the marathon to enhance top of mind awareness of the destination among travellers whose travel plans have been hampered by travel restriction as a result of covid-19 pandemic.
“This is a great opportunity for us as a destination to showcase our brand to the world. For a long time now, our greatest ambassadors have been our marathoners. Every time they participate in such competitions and smash records, they draw attention to the destination. Many visitors from across the globe tour Kenya just to have a feel of this country that continues to produce many world-class athletes and Marathoners. We are therefore delighted to be involved in this event,” said Dr Radier.
The event was broadcasted live through various major international media channels and outlets such as Supersports, ESPN LATAM, L’Equipe 24, BBC, Shanghai TV among others. Dr Radier said that this will enable Kenya’s brand visibility to the world including some of Kenya’s key tourists source market such as the United Kingdom, United States, and other European nations.
KTB has a long-standing history of supporting sporting events and sportsmen as part of its wider strategy to market the destination. Kenya’s stature as a global athletics powerhouse has for long helped attract global attention to the destination. Last year, the Board appointed Eliud Kipchoge as destination ambassador to help market the destination to local and international tourists.
This event came a few weeks after Kenya successfully hosted two European Tour events – the Magical Kenya Open and the Kenya Savannah Classic – at the Karen Country Club. These were the first major sporting events to be held in the destination after being postponed due to the Covid-19 pandemic.
In June, Kenya is also set to host the WRC Safari Rally which will be making a comeback to the World Rally Championship calendar after 19 years of absence. Also lined up for this year is the World Athletics U-20 Championships that were also postponed last year.