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Ethiopian Tourism Organization

Ethiopian Tourism Organization

The Situation

Ethiopian Tourism Organization (ETO) approached us interested in launching their new tourism brand in the North American Market. CornerSun designed a market-entry program consisting of major events in Los Angeles, New York and Toronto. Events targeted the US and Canadian travel trade (both tour operators and travel agents) as well as travel related media in all markets. ETO recruited 19 suppliers to participate in these events with the goal of introducing Ethiopia to both travel trade and media for the first time.

The Insight

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The Solution

CornerSun successfully planned and executed events in Los Angeles, New York and Toronto showcasing Ethiopia’s 19 suppliers to local travel trade and media in each market. Each city consisted of two events: one for the media and one for the travel trade. Media events consisted of breakfast and a media briefing followed by interviews and one-on-ones with suppliers.Trade events consisted of a destination presentation and trade-show style meetings between the travel trade and Ethiopia’s 19 suppliers. All events featured ETO’s new branding and each included an Ethiopian Coffee Ceremony to best set the scene.

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The Results

A total of 19 Ethiopian suppliers met with 43 members of the media and 104 members of the travel trade (both agents and operators) generating considerable positive press and interest in Ethiopian’s brand launch and in selling Ethiopia as a destination. To date, 13 articles have been published related to the roadshow. In a post event survey sent to all participants, 88% of travel trade and 94% of media reported being very satisfied with the workshop overall 4 or5 out of 5. 84% of travel trade and 100% of media reported being very satisfied with the one-on-one meetings they had with Ethiopian suppliers (4 or 5 out of 5). 100% of trade reported that after attending the workshop, they would consider adding Ethiopia to their portfolio or actively selling more of the destination. Prior to the event only 64% of travel trade had a high level of awareness of Ethiopia as a destination; after the event, 91% reported a high level of awareness.

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