7SUMMITSAFRICA 7 SUMMITS AFRICA SPONSORSHIP PROPOSAL

Transcription

1 7SUMMITSAFRICA 7 SUMMITS AFRICA SPONSORSHIP PROPOSAL

2 TABLE OF CONTENTS 1. INTRODUCTION TO THE 7SUMMITSAFRICA PROJECT EXPEDITION OBJECTIVES PREVIOUS ACHIEVEMENTS AND MEDIA COVERAGE TO DATE... 4 BACKGROUND FROM #MARALIVE AND #KENYALIVE... 4 METHODOLOGY... 6 CHAELI KILIMANJARO CAMPAIGN GOALS OF 7SUMMITSAFRICA... 7 SHORT TERM GOALS... 7 LONG TERM GOALS BENEFITS FOR REGIONAL TOURISM... 9 NEW PRODUCT... 9 NEW TOURISM MARKET... 9 NEW DESTINATION MARKETING CONTENT PR TO A GLOBAL AUDIENCE STRATEGIC ECONOMIC DEVELOPMENT DESTINATION BENEFITS BUDGET EXPENSES CONCLUSION SUMMITS AFRICA Page 2

3 SPONSORSHIP PROPOSAL: 7 SUMMITS AFRICA A East Africa Tourism Platform and Country Tourist Boards 1. Introduction to the 7SummitsAfrica Project Please view the 7 Summits Africa Presentation for a visual overview of thee project. 7SummitsAfrica Mission Our mission is to achieve a "World-First" by climbing 7 mountain summits in Africa in 7 weeks, back to back. The mountain summits are Mt Kilimanjaro, Mt Kenya, Mt Stanley & Mt Speke, Mt Meru, Mt Karisimbi and Mt Nyiragongo (active volcano). 6,000 7 Summits Africa 5,000 4,000 Height (m) 3,000 2,000 1,000 0 Mt Kilimanjaro Mt Kenya Mt Stanley Mt Speke Mt Meru Mt Karisimbi Mt Nyiragongo In 2017, a small team will, for the first time ever, broadcast the inaugural 7SummitsAfrica expedition, including seven peaks, and the surrounding East African attractions and wildlife of Tanzania, Kenya, Rwanda, Uganda and Democratic Republic of Congo (DRC). All aspects of the expedition will be broadcast live via Youtube on a daily basis generating incredible original content that will be shared with a global audience of 1 billion people. 7 SUMMITS AFRICA Page 3

4 2017 Expedition Objectives The 7SummitsAfrica 2017 Trip will be the initial event to establish 3 initial objectives Ultimate High Peak Endurance Mountain Race: We will be planning the race route and logistics for the introduction of the annual event in The race will attract professional athletes: Mountaineers, Trail Runners and Endurance Athletes. New Product Development: Develop & promote safe Hiking & Mountaineering of Africa's mountains (and the surrounding attractions) as a new product to a robust mainstream international outdoor market. Strategic Economic Development: To bring together private sector investment, government and a powerful regional product as a travel destination to rival Mt. Everest. The Nepalese country has encountered numerous setbacks over recent years and East Africa could rival the impoverished region for the willing and lucrative traditional mountaineering markets. 2. Previous Achievements and Media Coverage to Date 7SummitsAfrica is based on some incredible results achieved in the #MaraLive and #KenyaLive destination marketing campaigns delivered by the same team and the PR effort of Grayling PR firm during the 2015 and 2016 campaigns. Background from #MaraLive and #KenyaLive #MaraLive - The world's first live web broadcast of the great wildebeest migration from the Masai Mara, Kenya. 29 September - 5 October 2015 Website: #KenyaLive - Experience an extraordinary Kenyan Safari live from the bush to the beach via web broadcast in the Mara Conservancy & Kenya's Coast January Website: Please see campaign coverage of #KenyaLive attached. 7SummitsAfrica Expedition PR coverage should equal/ better the combined #MaraLive and #KenyaLive campaigns - with expected global audience reach of 1 billion +. 7SummitsAfrica has the support of 5 East African countries, influential companies in the private sector and satellite data sponsored by Applied Satellite Technologies (AST). We will achieve similar results for this 7SummitsAfrica 2017 PR campaign. 7 SUMMITS AFRICA Page 4

5 Methodology Using world leading satellite technology provided by Applied Satellite Technology (AST), we will be broadcasting breathtaking content throughout the expedition. most of it streamed live via YouTube. No videos are editing or scripted. Footage will be streamed from a smart phone using a BGAN over a satellite network to transmit live footage from remote locations along the expedition including wildlife footage within reserves, team videos at mountain camps and one of a kind unforgettable footage from every summit. Viewers will be able to track & follow the expedition on the website & share in this breath taking experience from anywhere in the world. Traditional photography, videography, press releases & social media will be harnessed in the global PR campaign. Attachments #KenyaLive PR campaign coverage report PR Awards for our 2015 and 2016 campaigns done in conjunction with Grayling and MakeItKenya with #MaraLive and #KenyaLive Chaeli Kilimanjaro Expedition We were leaders of the first team to achieve another world first. In September 2015 Chaeli Mycroft became the first female quadriplegic to the summit Mount Kilimanjaro. 7 SUMMITS AFRICA Page 5

6 Links: Short Documentary made of the expedition Website: GPS tracking, Photos, Videos, Map, Story, Team & Sponsors 3. Goals of 7SummitsAfrica Short term goals The inaugural SummitsAfrica Expedition aims to exceed the PR success and reach goals of a combined #MaraLive and #KenyaLive campaigns to reach a global audience of at least 1 billion. This PR base will be a platform to put the destination and mountains on the global map. The PR success will be harnessed to launch the inaugural 2018 Ultimate High Peak Endurance Mountain Race event with only 20 entries (10 male and 10 female) representing the finest mountaineers and alpine athletes globally. To secure a Brand partner for both the 2017 and 2018 events so that we can create the new business to the region and market it globally. Run a successful 2018 Pro Mountain event to crown the world s first 7SummitsAfrica champions. The High Altitude Running event will be introduced in 2019 with 10 male/ 10 female elite athletes to further the event status amongst mountaineers & trail runners. Long term goals Ultimate High Peak Endurance Mountain Race The goal is to establish two annual pro events and cement them as the Tour de France of professional high altitude endurance races with a capacity of 40 athletes per event. We aim to grow the two events to the stature where we will get live television/ internet streaming coverage so that the world can watch how the mountains are conquered. Live audiences will then be able to follow the drama as the world s best altitude racers compete to be crowned the world s best below 6000m. The races will be completed over a minimum of 20 actual racing days covering the ascent/descent of Africa s highest peaks & 1 active volcano. 7 SUMMITS AFRICA Page 6

7 New Product Development Develop & promote safe Hiking & Mountaineering of Africa's mountains (and the surrounding attractions) as a new product to a robust mainstream international outdoor market. We have a unique opportunity to promote and market this 5 country mountain experience as an alternative option to the average mountaineer, as well as the altitude athlete s seeking to - we believe that too many non-professional mountaineers are attempting this challenging mountain with not enough experience. Doing seven summits back to back with an altitude gain of m over a 7 week period is hard and should push the best of the best out there to their limits. All the mountains are lower than 6000m, which creates a tough but manageable product. New markets for East Africa The international and local outdoor, adventure market is huge and growing as mainstream adventurers seek new horizons to discover and conquer. The 7SummitsAfrica appeal as an accessible adventure that can be done as an entire journey like the Camino de Santiago or in stages, making it affordable and time accessible. Elite international mountaineering and trail running athletes will be attracted annually for the High Peak Endurance Race in a bid to be the best in their field. Conservation We will be visiting 7 UNESCO World Heritage Sites. Increasing capacity for more climbers on Africa s mountains will bring crucial revenue to these areas and in so doing will help to protect these areas and the wildlife. The income through park fees and tourist visitors brings the cost of conservation down. Reference: The importance of Tourism and Conservation: Director and Chief Warden of Virunga National Park, Emmanuel De Merode, addresses the tribe at the 2016 We Are Africa Conference at Cape Town City Hall on Safety Throughout the region, safety support and guide skills are needed to increase safety on the mountains. Improved medical aerial evacuation is essential and one of our long term goals is to ensure there is regular, consistent aerial evacuation support regionally. 7 SUMMITS AFRICA Page 7

8 4. Benefits for Regional Tourism New Product 7SummitsAfrica is creating a new East African product and a new reason to visit the region. This new product appeals to both professional athletes and mainstream adventurers. Africa's mountains are well supported by the mainstream safari attractions and supporting infrastructure. Combining Africa's peaks with already well-marketed wildlife safari's, creates a powerful new regional product to a captive market. Product is uniquely designed and covers a 49 day itinerary. The combined product of at least one mountain and one experience per country is large enough to allow for 50 days of travelling or 5 visits of 10 days to East Africa each time. This will develop regional tourism through multiple countries and the same client will spend more money in more than one country on more than one holiday to East Africa. This in turn stimulates regional infrastructure growth and improvements in travel connections between countries. This additional tourism offering will naturally send the clients into the well developed safari product to augment their mountain experience. The biggest advantage of the mountaineering product in East Africa is that it is backed up by world class wildlife and safari experiences which makes the product more marketable and appealing. New Tourism Market Professional Mountaineers The professional Mountaineers seek the world s highest peaks and alpine challenges like Everest, Aconcagua and Kilimanjaro. The combined altitude gain in doing all 7 Summits is 16,000m (52,000ft) which is double the altitude gain on Everest, however none of the summits are above 6,000m. The peaks range from the active volcano Mt Nyirogongo at 3,461m (11,358ft) to Mt Kilimanjaro at 5,895m (19,341ft) creating a situation that the chance of success is high without paying the ultimate price. 7 SUMMITS AFRICA Page 8

9 The challenge becomes in how fast you are able to achieve the 7 Summits of Africa, which is where the High Altitude Endurance Race comes into effect. This market is affluent and has time and disposable income. They are not afraid of travel warnings or harsh weather conditions. The market is robust and happy with basic facilities, which is ideal for development costs and rapid expansion. The mainstream outdoor adventurers This large and growing market has tackled the more well known mountain regions in Europe, North America, the Andes and the Himalayas. This product is similar to other regional trail products that include: The Camino de Santiago, Tour De Mont Blanc, Appalachian Trail, Machu Picchu and Everest Base Camp making it appealing, accessible, affordable and achievable. The stages can be split over multiple visits stimulating repeat and return travel. Adventure Travel Market Tourism is one of the most rapidly growing sectors in the world, and adventure tourism is one of its fastest growing categories. Increasingly, countries in all stages of economic development are prioritizing adventure tourism for market growth, because they recognize its ecological, cultural, and economic value. Please refer to the link from the UNWTO which details the profile of the market, global trends, potential benefits of Adventure tourism amongst other categories. Growth in the adventure travel market has accelerated at a 65 percent yearly rate since 2009 according to the newly released Adventure Tourism Market Study a consumer report by The George Washington University (GW) conducted in partnership with the Adventure Travel Trade Association (ATTA) ATTA defines a trip as adventure travel if it involves two of the following three elements, with the core of an adventure trip involving all three: connection with nature interaction with culture a physical activity 7 SUMMITS AFRICA Page 9

10 New Destination Marketing Content The Regional Tourist Boards will be associated with the live broadcasts of all 7 Summits Africa peaks and ranges - what it takes, who s involved, and the reality of climbing a mountain. The team includes tried and tested professional content creators in the form of still photographer and videographer with all the necessary equipment. Each mountain will be documented visually through stills and video. This will generate incredible original content which can be used on an open source format, available to Tourist Boards and Travel Companies for marketing and promotion to stimulate the sales process. The live broadcast element creates credibility as well as anticipation and excitement. Mountains Country Position Height (m) Mt Kilimanjaro Tanzania 1 5,895 Mt Kenya Kenya 2 5,199 Mt Stanley Uganda 4 5,109 Mt Speke Uganda 5 4,890 Mt Meru Tanzania 8 4,566 Mt Karisimbi Rwanda 10 4,507 Mt Nyiragongo DRC 75 3,470 Between mountains, we will be visiting some of the best wildlife attractions Africa has to offer and broadcasting live sightings and capturing visual content for regional marketing material that can be used on the Open Source platform. National Park Attraction Country Volcanoes NP Virunga NP UNESCO World Heritage Site Bwindi Impenetrable Forest UNESCO World Heritage Site Rwenzori Mountains NP UNESCO World Heritage Site Mount Kenya NP UNESCO World Heritage Site Ol Pejeta Conservancy IUCN Green List status Endangered Mountain Gorilla & home to 5 of the 8 volcanoes of Virunga Mts. 20 primate species including Mountain Gorillas, Eastern Lowland Gorillas, Chimpanzees. Active volcanoes. 50% of Africa s endangered mountain gorillas in a 25,000 year old rainforest A non-volcanic mountain range 3rd highest range in Africa 2nd Highest Peak in Africa. Lies within the traditional migratory route of the African elephant population. Rwanda DRC Uganda Uganda Kenya The largest sanctuary of the Endangered Black Rhino in East Africa. Kenya 7 SUMMITS AFRICA Page 10

11 Masai Mara National Reserve Serengeti NP UNESCO World Heritage Site Ngorongoro Conservation Authority UNESCO World Heritage Site Great Rift Valley & home to the Big 5 & Great Wildebeest Migration Kenya The Big 5, Great Wildebeest Migration Sustains the largest number of ungulates and the highest concentration of large predators in the world Ngorongoro Crater - the world s largest caldera with dense wildlife populations including endangered Black Rhino Tanzania Tanzania Arusha NP Second Highest peak in Tanzania, Mt Meru Tanzania Kilimanjaro NP UNESCO World Heritage Site Second Highest peak in Tanzania, Mt Meru Volcanic massif, circled by mountain forest and set above the plains. Tanzania PR to a global audience We are undertaking a World First by doing the 7SummitsAfrica expedition. The PR potential of this is huge. Any News Agency globally is hungry to publish world firsts. We have established that this is key to harnessing award winning PR success. The SummitsAfrica Expedition will give each local mountain and attraction and country the opportunity to harness the PR potential of a world first incorporating an entire region. This becomes a massive destination marketing campaign for East Africa. We offer a once off 7SummitsAfrica Expedition PR coverage of equivalent of the combined #MaraLive and #KenyaLive campaigns. The conservative PR prediction, based on the previous campaigns, is an estimated 1 billion global audience. We are confident to achieve this result, as we have gained confidence and experience in delivering the method and we now have the support of 5 countries, rather than one country. The itinerary allows for 7 weeks of coverage, five times the coverage time of the previous broadcasts. We have a larger satellite data budget so will generate more broadcasts over a longer period, reaching a larger audience. FLOW, who subscribes to the Barcelona Principles of PR measurement, has committed to a minimum PR return on investment, calculated at $ cost per reach and 1. At least two placements for each press release or media intervention. 2. At least 90% positive coverage relating to the campaign. 3. Global reach of 1 billion 4. Targeted PR value of 4:1 return per dollar spent. 7 SUMMITS AFRICA Page 11

12 The campaign will obviously reach several million people through a combination of traditional PR and social media over the next 6 months, however the PR value is a lot more important than straight reach, with specific audience targeting. Strategic Economic Development: The 7SummitsAfrica 2017 project is different in that it is not just a once off destination marketing campaign. It has long term value with projected growth from new and returning visitors. We aim to bring 2,000 people per annum from 2018 with a growth of 20% year on year. The average spend per person is $5,000 with an average price increase of 10% year on year. Over 5 years this will bring revenue to local operators and business owners throughout East Africa New visitors 2,000 2,400 2,880 3,456 4,147 Av Spend 5,000 5,500 6,050 6,655 7,321 Total revenue 10,000,000 13,200,000 17,424,000 22,999,680 30,359,578 We know that tourism stimulates job creation- one in eleven jobs worldwide! Reference from the World Travel and Tourism Council at the World Economic Forum 2013: Travel & Tourism (T&T) is one of the leading job creators in the world. The industry employs 7 SUMMITS AFRICA Page 12

13 more than 98 million people directly, representing over 3 percent of all employment. When indirect and induced impacts are included, the industry contributes to around one in every eleven jobs worldwide." We anticipate the creation of up to a 100 direct jobs in the industry per annum. These are permanent positions and the projection does not include subsidiary industries or indirect job creation or casual staff Direct Job Creation An article by the UNWTO: Tourism an economic and social phenomenon discusses how modern tourism is closely linked to development and encompasses a growing number of new destinations. Tourism has become one of the major players in international commerce, and represents at the same time one of the main income sources for many developing countries. This growth goes hand in hand with an increasing diversification and competition among destinations. This is well illustrated in the graph below: Destination Benefits Adventure Travel can be of enormous benefit to tourist destinations, creating employment and income and providing a strong incentive for conservation. It can also raise public awareness of the many goods and services provided by biological diversity and of the needs to respect 7 SUMMITS AFRICA Page 13

14 traditional knowledge and practices. The tourism sector is known for its ability to create jobs and generate foreign exchange, and as such, many local authorities seek to encourage tourism activities and attract visitors. In particular, adventure tourism is attracting attention for its emphasis on rural areas, local culture, and because it can often be developed within existing infrastructure. In ATTA s Industry Snapshot 2014, the adventure tour operators polled estimated that 65.6% of the total trip cost from an adventure package remains in the destination(s) visited. Adventure operators have reported an average of USD 3,000 spent person, with an average trip length of eight days. Resource Management: protection of natural, cultural & adventure assets Adventure tourists are generally seeking pristine natural environments and bio-diverse habitats to explore, and these require high levels of protection by governments. Adventure tourists are equally keen to learn about the culture of their destination, and experiencing local culture in an authentic way is a sought after activity. Adventure tourists are naturally also seeking adventurous activities- destinations that offer a greater diversity of activities, both active and immersive, will attract more adventure tourists. 6. Budget The project is going ahead thanks to the commitment from our title sponsor - Applied Satellite Technologies. There are still sponsorship opportunities available however we do not want to dilute the PR potential and would rather give maximum return on investment to as few partners as possible. The budget is based on 10 climbers for the 7SummitsAfrica Expedition 2017 and the costs have been divided between sponsors, donations, waivers and the climbers themselves. Please note that some items can and have been negotiated services or products rather than monetary transactions. 24% of the total budget will be spent on PR and live broadcasts. The cost per reach is low: $ SUMMITS AFRICA Page 14

15 Expense Projected Amount Comment Accommodation $114,300 Flights $15,800 On Mountain Expenses $28,300 PR Campaign $50,300 Satellite data $39,000 Park fees $47,150 Technology $13,500 Kit/Gear Sponsor $50,000 Medical & Safety $20,000 Sub-totals $428,350 The Private sector has committed accommodation to the value of $91,440 and the balance to be covered by the climbers or sponsorship ($2286 per climber) Airlines have committed to regional and internal flights. Airport taxes covered by climbers. $15,800 Financial assistance required $28,300 Financial assistance required $50,300 Covered by Title Sponsor $39,000 Commitment from DRC (Virunga), RDB, UWA, KTB, TTB & TANAPA $47,150 Covered by Title Sponsor $13,500 Total gear for 10 climbers or per climber Individual clothing, gear and equipment product options Climbers have committed to 1/3 of these contributions and own medical/travel insurance. Minimum financial contributions to value of $13,334 required. Cost covered: $228,350 Total Cash Required: $100,000 Optional mountain Kit of total Value: $50,000 Expenses Satellite Data: Minimum $39,000 Technology: $13,500 This is an essential requirement to broadcast the adventure and promote the mountains, without funding the live aspect and content creation loses impact. Applied Satellite Technologies (AST) is the main sponsor for the inaugural 7SummitsAfrica project. All satellite communication equipment will be supplied and data for live broadcasts sponsored has been sponsored to bring the expedition to a global audience. Logistics: Accommodation Valued at $100,000 Key tourism brands have committed to sponsoring accommodation to the value of $ with outstanding balance for climbers own account. These include Governor s Camp Collection, 7 SUMMITS AFRICA Page 15

16 Great Lakes Safaris, Mikeno Lodge (DRC), Game Watchers Safaris & Porini Camps, Weru Weru Resort and Wildplaces. Logistics: Travel and Transfers including flights We have negotiated support and services at various levels, with a strong commitment from the private sector. Kenya Airways have committed to assist with some international flights. KQ, Coastal Aviation and Safarilink have also committed to sponsorship of some regional and internal flights. Airport taxes etc to be paid for by the climbers. Logistics: Park Fees & Permit Exemptions $47,150 Creating new product and marketing it, is everyone s responsibility, inclusive of private sector and government. It s important that we can provide this PR opportunity as cost effectively as possible and we have approached the tourism boards of the 5 countries being visited with a request for Park Fee and Permit exemptions for all climbers and support crew. We have approval and exemption from Ministry of Tourism in Kenya, The Kenya Tourism Board, commitment from Tanzanian Tourism Board, TANAPA, Ugandan Wildlife Authority, Ugandan Ministry of Tourism and Rwandan Development Board as well as Virunga National Park in the DRC to exempt fees and permits. Logistics: On-mountain expenses $40,000 On each mountain we will be climbing with local operators and using local groundhandlers as the suppliers. Actual cash is required to pay local guides and porters, and purchase food and supplies per mountain. Getting to and from each National Park requires vehicles, drivers and fuel all of which are actual costs. Logistics: Medical and Safety $20,000 All climbers will contribute to medical and safety - a shared fee to ensure aerial evacuation and appropriate medical support should the need arise. Each climber will need to cover their own medical and travel insurance. PR Campaign: $50,300 We have learned with Mara Live and Kenya Live that a great product is only worthwhile if there is money spent on PR to market it. A PR budget is crucial to the success of the project. 7 Summits Africa has contracted FLOW communications as it's PR partner to assist with the 7 SUMMITS AFRICA Page 16

17 networking, media, social media, content and PR Support. We still require funding to cover this and any sponsor would have 94% of their budget investment spent directly on PR coverage. Climbers clothing kit, gear and equipment: $50,000 Climbers are prepared to wear their own equipment and clothing, however climbing gear offers excellent opportunities to expose their brand via all content marketing channels. All images, video and content generated via traditional or social media channels will carry a kit sponsor s brand. The requirement for this coverage is the value of mountain gear for a minimum of 10 climbers in 2017, or individual product related items for 10 climbers and first option to sponsor relevant gear for the 2018 professional event. Additional funding is still required for our gear for which we are approaching adventure brands. Please refer to Kit and Gear List for itemised sponsorship options. 7. Conclusion In a World first of its kind, both the expedition and the way it will be broadcast and marketed using sate of the art technology and communications, provided by AST, 7 Summits Africa will be the largest regional tourism marketing project produced in East Africa. This provides an opportunity to invest in a global PR campaign that will have an international audience reach of an estimated 1 billion for the 2017 inaugural project. 7SummitsAfrica is not a once-off deal, we are partnering with key providers to bring Africa s mountains to life with a remarkable new adventure product. The mountain offering that we will be showcasing appeals to both the pro-mountaineer and the adventure seeker in different formats and challenges. Coupled with this, is the promotion of the existing world class wildlife and attractions in the region, thus creating a powerful destination marketing campaign across the region at a nominal cost. 7SummitsAfrica is committed to tourism and mountaineering in Africa to increase the mountain capacity and are looking for sponsors and partner with the same long term vision. In each country we use local accommodation and suppliers, crucial for job creation in each fragile conservation area. The project will bring awareness to Africa's offerings, increasing tourism numbers and thus creating jobs in a much needed environment. 7 Summits Africa has the potential to make a huge difference to people s lives by filtering through the direct tourism 7 SUMMITS AFRICA Page 17

18 economy, to the domestic supply of inputs and investment goods to the tourism industry. The project will improve support in training and mountain safety for years to come. The project is backed by the tourist boards of 5 countries in the region, who have committed to a reduction or waiver of park fees. This makes our operational expenses more affordable. We have aligned with private sector partners in the region to get accommodation and flights subsidized or waivered to drastically reduce operating costs. We are seeking sponsorship to achieve our PR goals, support mountain expenses and keep the climbers personally equipped with the correct mountain gear and equipment. Total cash requirement of $100,000. Long term sponsorship is available for setting-up the Ultimate High Peak Endurance Mountain Race as an annual pro-event. 7SummitsAfrica is a result of our 12 years experience conquering Africa's peaks, guiding Africa's mountains and guiding safaris, producing award winning destination marketing campaigns, running destination marketing businesses, meeting Sibusiso Vilane, ambassador of Africa's Mountains, and our love of Africa. We invite you to be part of our journey. 7 SUMMITS AFRICA Page 18