After 4 years of turmoil, revolution and political change, Egypt’s country brand was tarnished. Against a backdrop of jailed journalists, terrorism and concerns about personal freedoms and stability, H+K was briefed in to convince investors that the rewards of investment outweighed perceived risks.
The Egypt Economic Development Conference, held in March 2015 in Sharm El Sheikh, saw the culmination of a 4-month global campaign involving 32 team members across 9 H+K offices that put Egypt back on the investment map and in the spotlight for the right reasons. For the duration of the 3-day conference, our team worked on the ground to deliver content, coverage and social media activity to regional and global audiences.
We delivered over 100 on-site interviews and over 97,200 pieces of coverage, successfully shifting perceptions around Egypt as an investment opportunity and creating an environment that helped foster $60 billion in transactions at the conference.