Business & industry, Financial Services

Continental Reinsurance

The challenge

With its annual Pan-African Journalism Awards event under threat from the emerging Covid-19 crisis, Continental Reinsurance turned to TheNewsMarket to create a virtual alternative. What followed was a series of campaigns aimed at establishing the company as a thought-leader across Africa.

The method

Being able to draw on years of broadcasting experience meant we were able to produce every element of a traditional awards event in a successful live stream in 2020.

In 2021 we delivered fully integrated campaigns for the retirement of the company’s CEO, the move to a new HQ, the results of an international brand survey and another Pan-African Journalism Awards. Editorial expertise created the narrative for English and French speaking countries. Media relations and social media provided endorsement and publicity, with viewers of the awards streaming the content from 20+ African countries.

The outcome

Individual campaigns regularly reached between 600k and 1m readers/viewers.

Coverage showed between 94% and 99.8% of key message pull-through, consistently referring to Continental Reinsurance as “pan-African”, with the awards coverage specifically mentioning company values such as inclusivity and equality.

“…It was an orchestrated set of activities by a professional team enabling and supporting us. We particularly liked the way the team was composed. Our expectations were met and exceeded through the manner with which you drove the agenda, continually consulting and informing us while listening to us and infusing our opinion. We found this respectful and realize that there is a well-oiled machine that was working tirelessly to support us. It was an event well invested.”​

Elsie Mbera, Head Group Communications, Continental Reinsurance