Move over 'Big Five', parks get new branding

In an effort to attract foreign and local tourists to the specific attractions, Kenya Wildlife Service has come up with a strategy of branding national parks with quirky tags, writes PETER MUIRURIThe importance of tourism in supporting development in Kenya cannot be overemphasised. Much of this revenue comes from the many visitors to our national parks and reserves. The wildlife-protected area comprises about eight per cent of Kenya’s land mass and consists of 23 terrestrial national parks, 28 terrestrial national reserves, four marine national parks, six marine national reserves and four national sanctuaries.Many Kenyans, however, may not know that our parks and reserves are treated like any other business product that needs proper packaging for it to appeal to customers. "Wildlife is a resource that must be managed well for the prosperity of the current and future generations. We intend to package all our parks in a way that will bring out each one’s unique identity, taking into account their historical and special attraction properties," says Julius Kipng’etich, Kenya Wildlife Service (KWS) director.To achieve this, KWS started a branding programme in 2005 to attract not only foreign visitors, but also the locals.According to Race Musumba, Head of Marketing and Business Development at KWS, the branding exercise is meant to position all the parks in the country as the ultimate holiday destination in line with the Government’s development blueprint, Vision 2030.Packaging parks"Our core mandate is the preservation of our wildlife resource. Branding adds value to what nature provides. This includes infrastructure improvement, erecting eco-friendly and affordable accommodation and improving the lives of the communities around the parks by initiating community-driven projects," says Musumba.Branding of the parks is also meant to tailor the parks to suit certain markets. "A visitor from Europe wants a certain travel experience that is different from a visitor from Asia. Parks must be packaged to appeal to suit the needs of individual clients. We must move away from the same old marketing gimmick of the ‘big five," says Musumba.It is also hope that the branding exercise will appeal to Kenyans and make them tour the parks once they know what each one has to offer. There are even unique picnic sites such as the picturesque Hell’s Gate National Park in Naivasha and Ol Donyo Sabuk National Park woven around Mount Kilimambogo. So far, 20 parks and reserves have already been branded. The ongoing branding includes Kisumu Impala Sanctuary, Ol Donyo Sabuk National Park and several marine parks along the Coast.Nairobi National Park: The world’s only wildlife capitalThis is the first national park to be gazetted in East Africa in December 16, 1946. Until the turn of the 20th Century, wild animals roamed unhindered over much of the area where the city currently stands.The arrival of the ‘Lunatic Express’, (Kenya-Uganda railway line) opened the way for human settlements around Nairobi, restricting animal movement. However, Archie Ritchie, a game warden at the time, and Mervyn Cowie, an accountant were among activists that convinced the colonial government to set aside a park that would serve as a safe haven for the animals. Nairobi National Park was thus gazetted by the then Governor, Sir Phillip Mitchell.Due to its proximity to the city, the park was branded as ‘The World’s Only Wildlife Capital’ on December 16, 2006. It recently boasts a tented camp for those needing accommodation.Amboseli National Park: Kilimanjaro Royal CourtBranded as ‘Kilimanjaro Royal Court’ on September 23, 2005, Amboseli National Park is situated on the plains overlooking one of the world’s most recognisable landmarks, Mount Kilimanjaro. Interestingly, the mountain from which the park is so famous for is actually in Tanzania. Steeped in legends, the jury is still out as to whether Queen Victoria gave the mountain to the German Kaiser as a birthday present.Known for its tranquil beauty and easy access to wildlife, Amboseli National Park was in decades past a theatre of many epic duels between the local Maasai community and wildlife authorities over grazing rights. A compromise was later reached, with the community getting some alternative grazing fields. Though Amboseli gained the reserve status in 1948, it was not until 1977 that it attained full national park status. It has been immortalised by Cynthia Moss through the book Elephant Memories, a study of individual elephants known to her by name within the park.Meru and Kora National Park: Complete WildernessBranded as ‘Complete Wilderness’ on July 19, 2007, Kora National Park gained world recognition through Joy Adamson’s Born Free, a story of Elsa the lioness that was rehabilitated to the world. Covering about 800 square km, Meru National Park is home to large herds of buffalo and elephants. It also supports the Grevy’s zebra with its characteristic narrower stripes. Incidentally, this type of zebra is only found in the parks north of the equator.Kora, Meru’s sister park, was the home of the famous naturalist, George Adamson.Tsavo West National Park: Land of lava, springs and man eatersIn 1898 the Lunatic Express (railway) got to the Tsavo River where, in addition to hostile terrain, the world acclaimed ‘Man Eaters of Tsavo’ pair of lions began mauling the Indian ‘coolies’ as the rest threatened to abandon the railway project. The site is today part of Tsavo West National park. Other attractions here include the world famous Mzima Springs that gushes more than 50 million gallons of water daily and is the primary source of drinking water for Mombasa. Its underwater observatory is a must-see for a visitor. Shetani lava, not far from Kilaguni Lodge is a black streak of solidified lava, though it appears as if it has just cooled.It is little wonder that KWS branded Tsavo West as ‘Land of Lava, Springs and Man-Eaters’ on November 8, 2005.Aberdares National Park: Majestic Peaks, Moorlands, Falls and so much moreNamed after Lord Aberdare, President of the Royal Geographical Society, it is the only park in Kenya with a royal history. On February 6, 1952, while holidaying at the Treetops in the Aberdares, word reached Princess Elizabeth Alexandra Mary that her father, King George VI had died. She was crowned as Queen Elizabeth II upon her return to England. Dedan Kimathi’s agents used some part of the Aberdare forest as a ‘post office’ for dropping messages for the freedom fighter and his allies. The park is dotted with caves used by the freedom fighters. Aberdares is home to some rare animals such as the melanistic serval cat and the bongo — an elusive forest antelope that lives in the thick bamboo forest. It is estimated that about 50 of these rare antelopes are all that remain in the wild. Picturesque waterfalls such as Karuru and Gura are hallmarks of this park branded as the ‘Majestic Peaks, Moorlands, Falls and so much more’ on March 3, 2006.Marsabit National Park and Reserve has been branded ‘Misty Montane Paradise’. Gazetted in 1962, this park was home to 63-year-old Ahmed, the elephant that received 24-hour security surveillance through a presidential decree in the 1970s. The park contains a densely forested mountain and three crater lakes, the only permanent surface of water in the region that provide a habitat for a great diversity of animals.

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