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.