Zambia to spend billions advertising UNWTO on CNN, BBC

livingstoneZambia has signed a contract with Britain’s  (BBC) and USA ‘s Cable News Network (CNN) to advertise Zambia’s tourism ahead of the UN World Tourism Organisation general assembly slated for August this year.

Zambia’s Tourism minister Sylvia Masebo revealed this in Germany on Friday when she met representatives of  BBC and CNN  at the Zambian stand at the ongoing World travel trade show.

The exact amount Zambia will cough to CNN and BBC is kept a secret but advertising on CNN or BBC is very expensive. BBC normally does not run adverts for its domestic consumers (in Britain) but charges huge sums for international advertisers.

BBC Director for Africa, Katie Waxman and CNN Director for Europe, Middle East and Arfica, Imran Ahmad discussed with Masebo how they they run the adverts which they prefer to call marketing strategy.

Zambia and Zimbabwe will be co-hosting the 20th session of the186 member UNWTO general assembly in Livingstone and Victoria Falls Town.

Zambia Tourist Board (ZTB) Managing Director Felix Chaila was more sincere about what the arrangement is all about. He told journalists the contract with BBC and CNN has already been signed.

Mr Chaila said Zambia has initiated advertising programmes on both BBC and CNN in which the country will be showcased as the preferred tourism destination.

“This is a ground breaking development because Zambia as a preferred destination will be viewed internationally as BBC and CNN are high profile international media organisations,” he said.

Mr Chaila said Zambia has employed marketing strategies in which advertising will be done using a combination of media platforms.

“We are going to also place adverts on BBC online as you know that most tourists rely on internet search engines to get information,” said Mr Chaila.

Mr Chaila said Zambia wants to create a long term relationship with CNN and BBC as it seeks to increase visibility through the international media audience.

“We want tourists to choose Zambia as the best destination,” he said.


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