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National Tourist Board of Sierra Leone and The World Bank

National Tourist Board of Sierra Leone and The World Bank

The Situation

The World Bank approached us with an interest in repositioning tourism perceptions of Sierra Leone tied in with an upcoming visit by famed primatologist Dr. Jane Goodall. Dr. Goodall was returning to the country for the first time in 27 years and her visit created an opportunity to tell the story of how Sierra Leone successfully overcame civil war, natural disaster and an Ebola outbreak to develop a collection of tourism products that rival nature, wildlife and cultural destinations around the world.

The Insight

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The Solution

CornerSun developed a comprehensive PR and media strategy around the visit of Dr. Goodall that aligned with a series of events to take place in Sierra Leone over the course of four days. Working with the World Bank and the Sierra Leone government, key announcables were developed including announcing visa on arrival at Lungi International Airport, the chimpanzee as the national species and induction of Dr. Goodall into the Order of the Rokel. A film crew was brought to Sierra Leone to document these events and a series of tourism promotional videos were subsequently produced culminating in a screening of a full-length 32-minute film at NYC’s CORE: Club and in London’s Leicester Square.

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The Results

Major print media placements were secured in Reuters, MSN, Agence French Press, AOL, New York Post, Business Insider, Travel Weekly, CNN,Travel Pulse and many more. NBC and FOX television affiliates across the US ran footage of Dr. Goodall’s visit and associated events. Local Sierra Leone media ran a half dozen stories on the visit and what it meant to the country’s tourism industry. Sierra Leone’s tourism rebirth was featured in Arianna Huffington’s Thrive Global. Sierra Leone was featured in a film screening event at NYC’s CORE: Club to an audience of 60 influential members of the travel industry including potential investors, tour operators and media. A similar screening was also held in London’s Leicester Square. An interview was organized between the New York Times and Sierra Leone’s Minister of Tourism fora feature on re-emerging tourism destinations. Total media impressions to date number more than 2.3 Billion.

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