Uganda Tourism Board (UTB) has announced the long-term strategic partnership with CNN International to promote the Pear of Africa and connect with travel enthusiasts and premium audiences across the network in the core and emerging source markets of Europe (UK, France & Germany), North America (USA & Canada), Africa, Middle East, East Asia (China and India), and Asia Pacific regions.
The multiplatform exclusive campaign of videos, articles, and social media assets, dubbed “Uniquely Yours,” aims to position Uganda as a sustainable tourism destination.
The thirty-second advert on television feeds will show Uganda, from its majestic scapes to the plentiful wildlife, diverse culture, and remarkable conservation tourism milestones on CNNI Europe, Middle East & Africa (EMEA), CNN Asia Pacific, and CNN North America.
The highlights on travel to Uganda, itineraries, and travel tips will be published on affiliate websites, including CNN International.com, CNN Travel, and across the network’s social media channels beginning October 2024.
According to Lilly Ajarova, the Chief Executive Officer of the Uganda Tourism Board, the brand campaigns will showcase Uganda’s rare depth to all travel and adventure seekers, including the luxury and high net-worth individuals (HNWs), through branded content distribution in film, digital, and social channels. The destination’s coverage on CNN will shine a light on the unique and unmissable experiences that are available to travelers in Uganda, the Pearl of Africa.
“Some experiences last longer in our hearts. These collective moments later become the adventure of a lifetime. Our campaign on CNN International will confirm to travel lovers all over the world that truly Uganda is the Pearl of Africa,” She said.
In addition, the UTB’s CEO remarked that aligned with the Explore Uganda brand, the campaign will further display the array of attractions that await travelers to the Pearl of Africa, including nature and adrenaline-packed activities, culture, and sustainable tourism opportunities.
“Uganda is home to 54% of the overall population of mountain gorillas on the globe, 11% of the global bird diversity (50% of African birds, 39% -of Africa’s mammal species), and over 65 tribes, a melting pot of different cultures and heritage,” Ajarova highlighted.
Similar campaigns in print and digital media, supported by the Uganda Tourism Board have been activated on the National Geographic Traveller (UK) -authentic travel experiences and insightful storytelling and on TravelZoo –a travel Club for over 30 Million travel affluents across the world.
The CEO also highlighted that the Uniquely Yours campaign will further feature on Expedia, a leading online travel Agency with a network of 100,000 travel agents, over 3,000 DMO partners, and 168 million loyal customers.
About UTB
Uganda Tourism Board (UTB) is a statutory organization established in 1994. UTB is mandated to promote Uganda domestically as an attractive and sustainable tourism destination as well as increase the contribution of tourism earnings and increase Uganda’s share of Africa’s and world tourism market. UTB aims to create inclusive opportunities for the tourism sector through market transformation.
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