Africa-Press – Tanzania. “FOR us the prestigious Kilimanjaro Premium Lager is well aligned with our brand values-brave, passionate, and ready and our commitment to bringing possibilities to life.”
These are the words of the Absa Tanzania Head of Marketing and Corporate Relations, Aron Luhanga who proudly noted that at Absa they have staff members who are brave, passionate, and ready to always take up new challenges such as running in one of the highest elevation races in the world.
“Our participation through our staff and customers is a way of demonstrating our commitment to bringing possibilities to life. It shows how we are committed to helping others find a way to get things done,” said Luhanga.
He was quick to note that over the three years that Absa has been part of this big event, they have enjoyed a lot of benefits including getting a unique opportunity to put their brand name in front of a highly engaged group of potential consumers for a prolonged period.
Absa has also had an amazing opportunity to engage with their customers in a social way away from the usual business-like atmosphere, and this provides them with room for social dialogue that builds stronger bonds between them and their customers.
“We recognise the ingenuity and tenacity of Tanzanians. This spirit thrives on turning every challenge into an opportunity. At Absa, we call this spirit Africanacity. We are inspired by this spirit and seek to inject it into our culture and delivery,” he says.
On staff engagement, he said the Kili Marathon sponsorship has provided them with an avenue for improved staff engagement. “When our staff travel together to take part in the event, they tend to build stronger bonds amongst themselves and remain engaged throughout even in their work,” he says.
He further states that Absa has established a running club where staff members train together. “During these sessions staff gain key skills for running in a marathon and they learn a lot about the do’s and don’ts of being a runner for such kind of races. We also sponsor staff for the marathon tickets and provide them with suitable branded clothing (such as t-shirts and caps) for the day, much as we value our external customers we equally value our staff who represent our internal customers” he says.
As a bank, Luhanga says they have also through the sponsorship been able to build a positive corporate image that presents Absa as a good corporate citizen that promotes positive and healthy lifestyle which is well aligned with their commitment of bringing possibilities to life.
He goes on to say that this year, they expect to send over 100 employees and they will ensure that they are represented in each of the categories. “Our staff never shy away from challenges, as this is in our DNA which is imbedded in our organisational values (Brave, Passionate, and Ready),” he says adding that this is an event that their staff lookout for in great anticipation every year due to the excitement and memories that it carries.
According to the Marketing Chief, Kilimanjaro Marathon has had tremendous benefits to Moshi town where it happens every year and to the nation as a whole.
“There are many business opportunities that arise from the Kili Marathon event that local businesses in Moshi and the rest of the country participate in among others including food, transportation accommodation and communication and tourism,’ he says.
Kili Marathon, according to Absa, offers Moshi town and Tanzanians an opportunity for recreation as a lot of people travel to Moshi for Kili Marathon for the recreational benefit which has a lot of benefits health wise including stress release given the rise of mental health issues across the world.
He is also glad that as part of the 20th anniversary celebrations, the organisers are hosting the first ever Kili Marathon Expo Fair where sponsors and other suppliers will have the chance to showcase their goods and services. “This will give us a unique opportunity to interact with our customers,” he remarks.
Next year’s event will be held at the Moshi Cooperative University (MOCU) on February 27, 2022.
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