Integrated Branding & Communications Programme

Good news travels fast.
Egypt is aiming for significant growth
of its information technology exports
over a three-year period. To help
achieve this, an integrated campaign
was required - positioning Egypt as a
global business outsourcing location.
Competition for investment in this category is formidable, especially from India and China.

Hill & Knowlton were appointed by Egypt's Information Technology Industry Development Agency (ITIDA) in mid-June. A PR team was assembled that spanned the globe - with over 30 consultants across six markets in three continents.

Early and noteworthy successes last year included the creation of a new brand, and the development of an accompanying website. ITIDA also made a lot of noise at the Gulf's leading IT trade fair, and was promoted to one of Gartner's Top 30 outsourcing destinations. Perhaps the cherry on top was winning the UK National Outsourcing Association's destination of the year award.

Overall, there's been a tenfold increase in the volume of international media coverage.