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.

GARDEN CITY

Brand building Kenya in a multi-stakeholder environment

Garden City, Nairobi’s expansive real estate complex, comprises one of East Africa’s largest retail malls, alongside residential and commercial offices, and has plans for a hotel and medical centre. Gong Kenya has been Garden City’s marketing and PR partner since 2016. With a combined team of PR specialists and in-house creative, we answered the brief for a proactive, experienced agency capable of working independently as an extension of Garden City’s own comms personnel.

Originally called in to set a comprehensive marcomms strategy, Gong Kenya advised on the necessity for a strong central brand from the outset. This needed to support the sales teams and position the mall to attract high footfall. We strengthened the visuals with a new website design and amalgamated social channels, focusing on digital content to engage local audiences and show dynamism.

We designed and created sales brochures and marketing collateral for residential and business park sales teams, alongside marketing materials – adverts, flyers and signage – for the mall.

Following a digital audit, we oversaw all content creation for social media, running the Garden City press office (including managing crisis communications when required), whilst also co-ordinating videography, photography, media buying and advertising. Social engagements continue to steadily increase, growing by 550 per cent over one month.