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  • 27 January 2021

Project Description

Egypt at MIPIM

The Brief.

Innesco was appointed by the country of Egypt to develop the narrative and communications strategy for the launch of its inward investment campaign at MIPIM 2019.

With 15 new cities under development across the country, including a new administrative capital, 2019 was Egypt’s year for making a significant statement of intent as a new global destination for foreign direct investment. Working alongside Egypt’s Ministry of Housing and a delegation of Egypt’s biggest developers, we were tasked with raising the profile of the country’s significant investment offering on the international stage. 

Our role involved creating the campaign’s master-narrative, managing Egypt’s international press outreach, and coordinating the launch of Egypt’s first ever pavilion at MIPIM.

Our Work.

We curated and rolled out a programme of industry-leading sessions at the Pavilion, and guided the Egyptian ministry through a series of press interviews with high profile international property and investment journalists.

We boosted our activity with expert media buying – securing some of the most prominent advertising spots on the Croisette, as well as speaking opportunities for Egypt’s senior delegation in the official MIPIM programme. 

This was all tied together with a dynamic social media campaign, whereby we launched the official @Egypt_MIPIM Twitter and LinkedIn accounts, managed content creation, posting and community management, and filmed and edited key moments over the course of the week with our videography team.

The Results.

Over three busy days in Cannes, we successfully arranged press interviews with global publications including FDI, La Monde and MIPIM News, and secured a string of follow up coverage. 

Our panel sessions were the talk of the event, as we organised an exclusive partnership with FDI as moderator, and hosted global real estate experts from companies including Savills, CBRE, Benoy and Gensler. 

Through our content-led campaign, we generated exceptional online engagement with #OpportunityEgypt, and built a powerful online community of influencers and potential investors as Egypt – now recognised as ‘the gateway to Africa’ – continues to open up to the world market.


Project Details