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Loss-making Kenya Airways Comes Up With A Novel Way To Market Kenya Tourism

Kenya Airways and Magical Kenya have teamed up to rebrand the Dreamliner and Embraer aircraft with images of the Big Five.

This is an effort to make Kenya's tourism treasures markedly visible to the world. The unique marketing concept is one among the many good things that have recently happened to revamp the loss-making national carrier.

The last time Kenya Airways made a profit was in 2012. Perennial losses have marred the giant parastatal which survives mainly on Government bailouts and continuous debt restructuring by its lenders.

This unique marketing strategy must have been mooted by personnel from Magical Kenya in the Kenya Government Tourism Board.

The financial report for this year has shown that Kenya Airways' (KQ) net loss has tripled to KES 36.2 billion (approximately $330 million) which is the worst ever in its loss-making history.

Global travel restrictions saw a sharp decline in passenger numbers in the 2020-21 Financial Year although KQ would make losses that notwithstanding. Some of the best leaders in the corporate world including Titus Naikuni and Isaac Omollo Okero have had unproductive stints at the national carrier.

It remains a paradox why an institution with very clear-cut roles and mainly dealing in superior foreign currencies should flop while the local industry is doing pretty well.

The new CEO, Allan Kilavuka has been engaged in crisis control measures at the ailing giant.

Recent efforts to sell off grounded aircraft is another one of the resuscitation techniques spearheaded by the Chief Executive Officer, Allan Kilavuka.

Well KQ may be the visible Pride of Africa yet again if planes being used as billboards is anything to go by.

Content created and supplied by: Dalanews (via Opera News )

Allan Kilavuka Kenya Kenya Airways Magical Kenya Titus Naikuni


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