Brand Kenya Gets Down to Business for London Summer Olympics

Creating a brand out of Kenya is not an easy thing. And that is why Brand Kenya – the state corporation charged with the task – is asking Kenyans to cough up Shs 4.6 billion (about $5.5 million) to promote an image of the country as an ideal business destination at London Summer Olympic games 2012.

Kenya House

The new image will be marketed under a theme “Kenya House” in which Kenya’s sporting prowess will be used to attract investors.

“We want to market Kenya not as a sporting nation, but an investment destination. We are seeking funds from the private sector through a partnership that will enable us sponsor a number of events in the Kenya House,” says the Brand Kenya Chief Executive Officer Mary Kimonye.

The games will be held in London from July 27 to August 12, followed by the 2012 Paralympics Games from August 29 to September 9 and Brand Kenya looking to raise all the money from companies in the private sector.

Kenya’s competitive Advantage

According to Brand Kenya, the country’s competitive advantage to attract business consists of its superior infrastructure, capacity for innovation, quality of education, sophistication of financial markets and exotic natural resources.

In view of this, the Kenya House showcase “ trade activities including tourism, culture, our exports such as tea and coffee, food, music, Kenya’s potential investment opportunities in sectors such as energy, housing, among others.”

Collaboration

Institutions such as the Export Promotion Council, Export Processing Zones, Kenya Investment Authority and Kenya Tourism Board are already working Brand Kenya to identify potential investment opportunities.

Out of Focus

Late last year, Brand Kenya unveiled a six-month Sh76 million countrywide campaign to raise awareness on the need for national cohesion. The communication campaign was to be publicized through various local media channels, including the social media.

 The rationale, according to Kimonye , was that there was need for national cohesion, pride and patriotism among Kenyans. “How can we convince tourists, investors and our neighbors that Kenya is a great place to be if we as citizens do not embrace each other and work together to build the nation?” 

 The campaign under the title “Nitakuwepo” would urge Kenyans to be there for their country while reiterating the fact that every their action contributes to building the Kenyan brand. 

 The budget of Sh76 million had been down-sized from the “Initially our budget was Sh300 million.” 

 While emphasizing that the idea behind Brand Kenya is good, critics have observed that the people charged with its implementation need to have the “ability to come up with a sound strategy.”