Adroit Consult International is proud to have collaborated with GIZ, the East African Community (EAC) Secretariat, and Quantum Dynamics on a ground-breaking Tourism Media Campaign for the EAC. This initiative aimed to enhance awareness among EAC citizens of the region’s exceptional domestic and regional tourism products and experiences. By leveraging targeted media campaigns at both regional and national levels within all six EAC partner states by then (Ugnada, Knye, Tanzania, Rwanda, Burundi and South Sudan), we sought to inspire travellers to explore the diverse and captivating offerings of our beautiful region.

At the time of the implementation of the campaign, the COVID-19 pandemic’s impact on international travel had led to a significant decline in tourism across the EAC Partner States. To mitigate this reliance on foreign tourists and revitalize the sector, the EAC prioritized raising awareness among its citizens about the unique attractions and experiences offered within the region. This initiative was also supported by the joint EAC-GIZ SEAMPEC program.

The scope of work for Adroit Consult International involved; Tourism Media Campaign Strategy Development; Content Development through Targeted Creation of TV commercials, radio spot messages and newspaper article/advertising stories for each EAC Partner State; Media Procurement/

Securing media coverage from leading national TV stations, radio stations, and newspapers in each Partner State, as well as regional outlets; Media Campaign Launch through a Virtual Press Conference; Engagement of

relevant government officials, tourism industry representatives, media personalities, and influencers to participate; and Strategic Messaging.

The campaign theme built on an already existing slogan “TEMBEA NYUMBAN” whose English translation is “Visit Home” campaign by the East African Tourism Platform (EATP). The ‘TEMBEA NYUMBANI’ was an invitation by the Citizens of the various countries in the East African Community calling on their counterparts to visit each other’s’ homes. The message being that wherever you travel within or outside your country in East Africa it is your home away from home.