Hill & Knowlton nabs major Egypt brief

Hill & Knowlton is to spearhead an international PR campaign for Egypt to help generate investment into the country from across the globe.

Modern: Egypt wants to communicate its expanding economy
Modern: Egypt wants to communicate its expanding economy

The agency has been handed the significant 2010 brief by the General Authority for Investment and Free Zones (GAFI) to work on an ongoing basis in the UK, France, Germany, Italy, Middle East, India, China and Turkey.

H&K picked up the business - thought to be worth up to £1m in fees - following a competitive pitch last year. Fleishman Hillard had previously held the account since 2005 and was thought to have unsuccessfully repitched.

The focus will be to communicate the competitive advantage Egypt offers companies locating to the country, including low corporate tax rates, major market trade agreements and a highly educated and youthful workforce.

The country wants to highlight its evolution from a developing economy into a secure international marketplace.

Egypt has seen a significant growth in its tourism economy over the past two decades, and is now focused on mirroring that growth in sectors such as IT, energy, manufacturing and retail.

Jim Donaldson, MD, corporate communications, at H&K in London will lead the account. He said: 'Egypt can have a slightly cliched reputation because of its thousands of years of history, but it is also a modern, exciting and vibrant place to do business. We aim to help it better tell this story internationally and continue to attract and grow investment into the country.'

A major aspect of the account will be the targeting of key international media titles. This will be supported by events such as business community and journalist roadshows and a strong presence at trade shows. Donaldson also noted there would be a strong creative digital component to the campaign.

H&K already holds a retained account with the country's Information Technology Industry Development Agency, which aims to promote the state's IT and outsourcing industries.

Egypt's economy grew 4.5 per cent in 2009, despite the global economic crisis. The Egyptian government plans to get back to the seven per cent growth it had seen before the global crisis unfolded.

This month Egyptian investment minister Mahmoud Mohieldin said the country attracted $42.4bn in foreign direct investment from 2004 to 2009.

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