Strategic Media Relations Support for Celtel to Zain rebranding
In 2008, Blueflower Limited worked with the Communication team at
the then Celtel to manage to the rebranding from Celtel to Zain. It was
the fourth change of name on the network, and there were perception
challenges to tackle concerning negative consumer reactions.
Blueflower’s role involved content generation, identification of speaker
opportunities, and media engagement. Blueflower executed a media plan
that delivered.
1. News releases and reports based on events and comments.
2. News analysis, news commentary and announcer hypes on radio.
3. Editorials in key papers endorsing the acquisition and brand change.
4. Features highlighting the positives of the rebranding effort
5. Letters to the editor.
6. Blog posts.
Media relations for the rebranding from
Celtel to Zain took shape through:
-
Direct
interface with media executives as well as visits by the Zain team
to media houses.
-
Zain
sponsored events that provided platforms for reportage of the
change.
-
Deft
handling of the news and opinion slots in the media.
-
Stakeholder
activities including visits to Governors and traditional rulers to
get their buy-in and endorsements for the new brand.
-
Implementation report showed positive editorial commentary in four
national newspapers; news analysis in 30 major newspapers;
front-page mentions in 12 national newspapers; DJ hypes, working
from a script but reflecting local realities, on 42 radio stations;
coverage on 40 TV stations.
-
Above all,
through deft content generation and media engagement including
monitoring and active participation in the consumer discourse
online, on air and in print, Blueflower contributed to a seamless
brand transition and consumer uptake of the new name.
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