CONTINENTAL REINSURANCE

Pan-Africa communications and Kenya office launch for an established brand

Continental Re (CRe) is a pan-African reinsurance company headquartered in Lagos, Nigeria. CRe asked Gong to support the launch of its Kenya office and raise its corporate profile in Kenya. The company wanted to reach a key audience of insurance companies in Nairobi, to demonstrate its capabilities and position the business as a leading pan-African reinsurance company. In response, Gong Kenya set up a series of high-profile and well-attended events and breakfast meetings, followed by a programme of media relations, integrated communications and branding.

We achieved extensive coverage of the launch of Continental Re across all the major local publications (print and online) and broadcast channels, both TV and radio.  In addition to Kenyan media relations, Gong created new branding, rolling it out across the website as well as producing other collateral such as a brochure, annual report and a digital newsletter. We then later set about supporting Continental Re on its annual CEO Summits which provide insurance industry leaders and other strategic stakeholders with a platform through which to network, share ideas and best practices on how to develop the industry in Africa. During these summits, Continental Re’s Pan African ReInsurance Journalism Awards are held.  We researched and conceptualised the summits, generated summit themes, and suggested and secured headline speakers. For the Journalism awards, Gong rolled out a proactive media engagement strategy, alongside an engaging design of marketing materials, to attract the attention of English and Francophone business journalists in Africa.  Media coverage resulted in a 10 per cent increase in the number of entries received for the awards.