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Kenya plans to use Safari in products promotion

By Charles Thuku
Tuesday, November 10th, 2020
KNRC champion Baldev Chager in action. Photo/PD/Charles Thuku
In summary

Plans are afoot to link the marketing of Kenyan products to the fabled Safari Rally which returns to the FIA World Rally Championship from June 24-27, 2021. 

 Safari Rally chief executive Phineas Kimathi said his team is exploring ways of ensuring that the country “has real gains accruing as a result of hosting a WRC event.”

 Coffee and sports tourism are some of the products envisioned in Safari’s marketing plan.

 “One of those things I am trying to work on, because I have gotten the blessings of the necessary government arms, is to link coffee marketing to the Safari brand, to link tourism, hotel bookings, and game reserve excursions to the actual event.

We have an opportunity to exhibit our products in all the WRC European events (eight events) because we are now part of that network,” said Kimathi.

“So, if we can go outside there and start selling our coffee along our Safari, and our Masai Mara and we can come back and, say, having gone to Portugal we are now going to get up to 10,000 or so tourists who will have directly booked as a result of visiting the Safari stand.” 

Safari Rally Kenya returned to the FIA World Rally Championship (WRC) series last year after an18-year hiatus but the iconic event was postponed to 2021 due to the global outbreak of Coronavirus pandemic.

The 2021 WRC Safari Rally is expected to pump Sh6 billion into the Kenyan economy through hotel occupancy by foreign teams and spectators, the transport industry and direct purchase of local products like fuel  and foodstuffs.

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