The prevailing COVID-19 pandemic led to a massive reduction of number of visits to the national parks. As the country opened up, there was need for KWS to strategically position its parks and conservancies in order to attract and achieve huge park visits in the December holiday period going into the new year 2021. Crestwood, a Marketing Agency in Kenya, was assigned to develop and execute the ‘Zuru’ concept- a revolutionary idea to increase domestic tourists’ footfall in the parks.

KWS-Zuru Marketing Campaign was run through primarily to tap into the Kenyan domestic tourism market and the international tourist market and improve overall customer experience for nationals who will visit KWS National Parks and Reserves, while also building a locally-led tourism campaign that enhances the sense of nationhood.