Annual Report

2018 - 2019

We’re at the end of our second year of the Zambia Marketing Group (ZMG) and it’s safe to say its been our best year yet! Key successes this year include making Zambia a key feature on mainstream morning television, growing our social media following dramatically, sponsoring a major consumer event and expanding our ZMG group to include three brilliant new members!




This end of year report is split into sections which categorise the various channels of marketing we operator for the ZMG.


Editorial Coverage

In our first year of ZMG, we successfully beat our target for editorial coverage in UK travel publications. This year, we’ve done it again! Here shows our figures for the last two years:

Year 1 (2017-2018) – £2,561,317.47
Year 2 (2018-2019) – £2,884,925.56

As you can see from year 2018-2019 we have increased our Zambia coverage by 13% and in year 2019-2020 we predict an 20% increase in coverage.

Zambia on ITV

Kicking off the second year of ZMG with a splash, on Monday 25th June Andi Peters appeared broadcasting live from Victoria Falls on Good Morning Britain. It was the beginning of a 2 week Zambia promotion that spanned across ITV’s morning television. The coverage included footage from the Falls themselves, game drives in Mosi-oa-Tunya National Park, boat cruises and water activities on the Zambezi River as well as a visit to The Elephant Cafe, representing the country as the prime safari destination we already know it is.

Over the two weeks, this generated a massive £2,500,000 of media coverage for Zambia! Many of ITV crew also shared their Zambian experience on their own social media accounts, including Andi Peters, which in itself proved really valuable exposure for Zambia.

Key Coverage

Here are some of our favourite articles that made significant coverage this year:

‘The Trees Have Eyes’ by Emma Gregg for National Geographic Traveller
‘Nature Diaries: Canine Comeback’ by Daniel Allen for World of Animals
‘A moveable feast’ by Lauren Griffith-Jones for Travel Africa

Press Trips

In October 2018, Kamageo sent four UK journalists to Livingstone and the Lower Zambezi National Park. Whilst these are not our priority publications, it’s always good to achieve national coverage.

The trip’s total media coverage is estimated to reach 2.3 million readers in the UK and is worth approximately £390,000 (not including online coverage). 
Here’s what coverage came out of the trip so far:

We are still awaiting Malcom Tattersal’s pieces – they should be coming out in the next few months.

“Take a sundowner boat trip along the Zambezi and, as you sit there sipping your gin and tonic, watch yawning hippos as the birds and beasts bed down for the night. Then set out before dawn to repeat the journey and, as the sun rises, see the bush slowly reawakening. Pure magic.”

– Mal Tattersal

“During a walk through the bush, our guide Henry picks up a lump of elephant dung, gently pulls it apart with his fingers and then explains why baboons just love to eat the stuff. Nature lesson over, we trundle back to Anabezi in our four-wheel-drive truck and, after a cold beer, tuck into a lunch fit for a king. Eat your heart out, baboons!”

– Mal Tattersal

“Sausage Tree claims to be Zambia’s most luxurious camp – and who was I to argue as my own private “muchinda”, or butler, led the way to a Bedouin-style “tent”, the thick canvas stretched over a solid Zambezei teak frame, fitted out inside with every modern convenience and a huge four-poster bed covered by a mosquito net.”

– Mal Tattersal

“Grab a thrilling evening ride on the jet boat up the Zambezi from the hotel to the Elephant Café where you feed the tame tuskers before sitting down to your own delicious dinner. Then in the morning book a helicopter ride over the stunning Victoria Falls.”

– Mal Tattersal

“Sausage Tree – A stunning Lower Zambezi location and the best wildlife canoeing in Zambia.”

– Nick Redmayne

“Anabezi – Exceptional, unstuffy and accomplished luxury. (If I could even begin to afford it I’d bring my wife here.)”

– Nick Redmayne

“David Livingstone Lodge – A buzzy place. If it’s happening in Livingstone it probably happening here.”

– Nick Redmayne

“Waterberry – A tranquil haven by the timeless flow of the Zambezi.”

– Nick Redmayne

“The Lower Zambezi area was particularly amazing, for the animals, views and fabulous accommodation at both Anabezi Camp and Sausage Tree Camp.”

– Clare Fitzsimons

“All of the places we stayed were friendly, welcoming and beautiful.”

– Clare Fitzsimons

“Seeing lions drinking just yards from the camp at Anabezi was unforgettable and it’s not often you get to walk past elephants in the camp on the way to lunch or eat it while actually sitting in the Zambezi as I did at Sausage Tree.”

– Clare Fitzsimons

May – June Press Trips

We have changed the way we run group press trips! Previously we sent multiple journalists to the same lodges and they all travelled together. However this time we have decided, along with Nick Aslin from Zambian Ground Handlers, that it would make for a better trip if journalists were to spend quality time at lodges individually. That way we can include a maximum number of ZMG members during our press trips as well as give journalists a chance to experience everything the lodges have to offer. For the May/June trip we have put together a high quality range of journalists, who will bring great coverage for the country.

Press Releases

Kamageo’s PR team have been busy sparking the attention of the media through press releases too. Their releases reach the inboxes of 400 travel journalists and online travel media networks every month. The average opening rate for email newsletters and press releases is 15.75% and we’re pleased to say our % on average are much higher. Here’s what’s been covered during Year 2 and their individual opening rates:

A breakthrough for Kafue | 18.39%

Zambia: one of the safest places to visit | 25%

20 years of Kafunta | 23.82%

Meet the most sustainable lodge in Zambia | 29.26%

Prince Harry to visit Zambia | 25.87%

No Zika in Zambia | 27.55%

Top Luxury Baths in Zambia | 27.3%

Top Transformations of 2018 | 21.14%

Cracking down on poachers in the Lower Zambezi | 25.68%

Zambia Press Trip Recruitment June 2019 | 41.53%

Mulberry Mongoose and Conserving South Luangwa | 24.86%

Project Luangwa on Climate Change | 22.41%

Press Events

Safari Media ShowTuesday 25th September 2018
On Tuesday 25th September 2018, we invited UK journalists to find out more about Zambia, Uganda, Tanzania, Malawi and Eswatini at our Safari Media Show. For Zambia, we presented 5 different story angles: ‘Big plans for anti-poaching in the Kafue’, ‘Keep the Luangwa Flowing’, ‘Somewhere over the Moonbow’, ‘Zambia is leading the way on Climate Change’ and ‘The Emerald Season’. We met with 10 journalists on the day and as a result 7 of those journalists registered that day for a Zambia press trip. View the Safari Media Pack for more details on the story angles.

In attendance were Antonia Windsor (Telegraph), Amanda Canning (Lonely Planet), Mal Tattersall (Daily Star), Nick Redmayne (Independent), Maya Sapieka (Culture Trip), Lizzie Pook (Marie Claire, the Guardian Travel Guide), Andrew Purvis (Telegraph), Marta Dziok-Kaczynska (Travel Weekly), Karl Cushing (Selling Travel, Travel Trade Gazette and ABTA), Lauren Jarvis (Breathe Magazine).

World Travel Market (WTM)November 2018
Kamageo’s PR Manager, Anisha Parmar, secured 19 appointments across 3 days at WTM – speaking to UK journalists about Zambia and other African destinations. 50% of journalists either requested more information about our Zambia stories or registered for a group press trip. Each of them was given a copy of our Safari Media Pack.

Anisha also had a meeting with South Africa Airlines who were keen to assist with a joint Zambia/Malawi group press trip for 2019.

Safari Media Show | April 2019
On Wednesday 24th April, we invited more UK journalists to find out more about Zambia once again at our Safari Media Show. This time we presented 5 different story angles than the previous Safari Media Show: ‘Cracking down on poachers in the Lower Zambezi’, ‘New properties and updates’, ‘Zambian Carnivore Programme increase Wild Dog numbers’, ‘Bat Migration’ and ‘Dark Arts’. We had a fantastic turnout on the day and met with 13 journalists. View the new Safari Media Pack for details on the new story angles.

In attendance were Lisa Grainger (The Times), Petra Shepherd (Freelance), Kate Buck (Metro Online), Geoff Moore (The Travel Trunk), Rodney Hinds (The Voice), Getnet Hailu (The Voice), Becky Wickerson (Mason Rose, PR Account Manager), Adrian Lawes (Just About Travel), Sue Watt (Freelance), Andrew Doherty (TTG), Kris Griffiths (Freelance), Karl Cushing (Freelance), Cathy Bartrop (Travel Guru).

Consumer Events

Wildlife & Safari Travel Show29th – 30th September 2019
Zambia had a huge presence at the very first Wildlife & Safari Travel Show in Harrogate – mainly thanks to our 3D Victoria Falls which attracted hundreds of visitors and tour operators alike. Over the 2-day event, over 250 people had their photo taken with the artwork and they were all given a mini 3D Victoria Falls which signposted them to our stand and website.

Destinations: The Holiday & Travel Show | 31st January – 3rd February 2019
This year we were back at London’s Olympia for Destinations, the UK’s largest travel event. We were in a prime position with high footfall throughout the four days and distributed over 500 Zambia destination brochures. Our 3D artwork was on display upstairs in a new area on the Gallery floor which effectively acted as a second stand for Zambia at the show.

Bradt’s Big Cat Festival (sponsored by Zambia Tourism UK) | 13th April 2019
Zambia had a great reception at Bradt’s Big Cat Festival. While the size of the event was small, our stand was visited by over 200 wildlife enthusiasts, including Chris Packham who was delivering a talk on the day. In total, we handed out 150 destination brochures (containing all of our ZMG members), 15 Special Edition Bradt guides and 50 new double-sided leaflets about Zambia’s leopards we created specifically for the event. As sponsors of the Big Cat Festival, the Zambia Tourism logo appeared on all of Bradt’s promotional materials leading up to the event, including their website, social media and in their event guide.

Safari Roadshow

25th February – 1st March 2019
This year’s Safari Roadshow was a great success with Zambia being the highest attended session of any other country. Over the course of the four days, ZMG members had 20 minute appointments with 37 UK tour operators. After the event, we sent out a feedback survey to all of the tour operators and asked them to rate each of the exhibitors on a scale of 0-5 (0 being poor, 5 being excellent). Every ZMG member scored a satisfaction rating of no less than 4/5 with 40% of tour operators saying that the Proflight presentation was “very useful” and 60% “useful”. Over half of the Zambia exhibitors were also chosen as the “star of the show” out of 40 exhibitors across all four country sessions.

During the course of the event, we also interviewed each of the ZMG members for a training video that was sent via email to 368 UK tour operators and was viewed 264 times.  

Print Advertising

This year, we have published 8 campaign print advertisements in 4 leading UK travel publications; Travel AfricaBBC WildlifeNational Geographic: The Africa Collection and The Guardian’s travel supplement, ‘The Travel Guide’. With an emphasis on unforgettable walking safaris, authenticity and ‘prehistoric’ safaris, we hope to entice new and existing travellers to Zambia for unique reasons.

A4 full page in Travel Africa Edition 83 | (Lion Walking Safari)
A4 full page in Travel Africa Edition 84 | (Prehistoric Zambia – Elephants)
A4 full page in BBC Wildlife Dec 2018 Print & Digital | (Authentic Africa)
A4 full page in Travel Africa Edition 85 | (Prehistoric Zambia – Hornbill)
1/3 of full page in The Travel Guide Jan 2019 | (Zambezi Elephants)
A4 full page in The Africa Collection 2019 | (Authentic Africa – Zambezi Elephants)
1/2 of full page in Travel Africa Edition 86 | (Zambezi Elephants)
1/3 of a full page in The Travel Guide March 2019 | (Sleeping Leopard)

Safari Magazine

We have produced 3 issues of Safari magazine since the beginning of ZMG’s second year, all containing a healthy section dedicated to Zambia. All issues of Safari are distributed to over 200 selected tour operators that sell Africa in the UK as well as distributed heavily at events throughout the year.

Edition 34 – July 2018
Zambia makes a big splash on ITV | Wildlife numbers are up in Kafue | Luangwa LIVE | Lion Camp is open for the season | Opening Zambia up to the wider world | Celebrating 20 years of Kafunta Safaris | Zambia for Families | The Royal Family | The future made bright by Tukongote | A taste of the wild | New adventure rooms at Victoria Falls Waterfront | Proflight boosts conservation education | New to ZMG | ‘Art Safari’ at Thornicroft | The KAZA visa is back

Edition 35 – October 2018
Ex-McFly’s Dougie puts a spotlight on Kafue conservation efforts | Two men and their ambition to revive Kafue National Park | KaingU’s creative approach to recycling | From top to bottom in Kafue | Zambian Ground Handlers launches new website | Thornicroft Lodge hosts ‘Art Safari’ | ‘What an Internship!’ – 3 months at Kafunta | In with the new (The new Sausage Tree Camp & Lion Camp) | Lunar season in Livingstone | Beyond first impressions | Increasing education, improving opportunities | Victoria Falls – Year round adventure

Edition 36 – February 2019
Introducing the ‘new’ Puku Ridge | Remote Africa to open new North Luangwa camp | Shenton Safaris – The ultimate photographer’s base for 2019 | Project Luangwa on Climate Change | Education for conservation | Help save Chilongozi School with Three Rivers Camp | Zambian Ground Handlers celebrates 10 years promoting Zambia | New to Waterberry this 2019 season | Two new members join the pack | Proflight continues to make Zambia more accessible than ever | Plans to re-introduce Black Rhino into Lower Zambezi with Zambezi Wildlife Trust | Combating poaching in the Kafue | Why don’t you take your guests to see the aardvarks

We are in the process of putting together our Zambia stories for Edition 37 so thank you all for those who got in touch with their story ideas. This edition will include lodge refurbs and updates, surfing on the Zambezi’s ‘only’ wave and partner conservation efforts.

Social Media

This year we’ve seen a significant increase in our social media followers and engagement. Since the beginning of the year, our number of Instagram followers has increased from 443 to 1,800. Our average Instagram post receives 298 engagements, giving us an engagement rate (based on our number of posts and followers) of 16.6%. As an industry standard, an engagement rate of above 6% is considered very high so we are very happy with how the page is performing.

Over the past 12 months our Facebook following has increased by 46% to 6,259, and we have reached over 750,000 people with our content, receiving 75,000 engagements. Our overall strategy has remained the same: post a mixture of user-generated content and ZMG content to inform and inspire UK travellers, avoiding sales-focused messages and prioritising video content.

Whilst our following on Twitter has increased by 72% to 558, it still remains our least popular social media channel. We have therefore decided to adopt a more news-focused approach, tweeting and retweeting content that is less inspirational and more informative, whilst still being trend orientated and interactive to reach a wider audience.

Here are some of the top posts this year:




Trade Emailers

We commit to sending out at least 1 emailer per month to a database of 500 individuals from leading UK tour operators selling Africa. Our Zambia trade database is highly targeted to ensure tour operators that are already selling Zambia are informed of current news and updates as well as introduce a range of aspiring stories to those who need inspiration or sell less of the country. As stated earlier on in the report, the average opening rate for email newsletters and press releases is 15.75% and we’re pleased to say our % on average are much higher for trade emailers too. During our 2nd year, (since June 2018), we have sent 20 emailers out to our database:

Luangwa needs YOU! – Sent twice | 37.23%
Zambia’s making a big splash on ITV | 27.23%
Look out for your mini Victoria Falls | 24.43%
Don’t miss Zambia on ITV | 25.16%
ITV and Mini Victoria Falls Reminder | 21.74%
Missed Andi Peters at Victoria Falls? | 26.61%
Victoria Falls This Adventure Season |25.83%
What’s new in Zambia? | 22.46%
Meet the most sustainable lodge in Zambia – New member announcement | 26.7%
Sit back, relax and safari | 25.11%
No Zika in Zambia – Crisis management | 27.85%

Consumer Emailers

We commit to sending out at least 1 emailer every other month to a database of 4000+ individuals, which we gather through events and online marketing. The database continues to grow as we continue to exhibit more prominently at events and running competitions. The database is made up of aspiring Africa visitors, therefore our content always attempts to enthuse consumers to consider Zambia for their next African holiday or safari destination. Here are all the emailers we have sent out during year 2 and their opening rates:

As mentioned above, our consumer database is made up entirely of aspiring Africa visitors, the majority having already visited Africa before or are looking to visit Africa. At the beginning of ZMG year 2, in light of the new data legislations in the UK, we sought out to create an entirely new consumer database from scratch. Through various competitions at events, through social media and our website we have obtained good quality data of 4000+ individuals. We continuously strive to grow this database using these platforms, trying to keep our data as authentic and therefore useful as possible.




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