The Challenge

Garden City, an expansive real estate complex in the Kenyan capital Nairobi, comprises East Africa’s largest retail mall, residential and office space, a hotel and grounds. The complexity of the project meant that a varied and extensive mix of contractors was involved from the very start. The Garden City team sought a one stop shop for all their marketing and communications needs to support the property sales teams; position the mall to attract high footfall and manage all aspects of the launch.

The Strategy

With a London and Nairobi team of PR specialists and in-house creatives, Gong was a good match for Garden City’s extensive marcomms needs. We advised on the necessity for a strong brand right from the outset and the initial part of the brief focused on strengthening the visuals and strap lines, a new website design and setting up social media channels and a digital newsletter to win local buy-in to the project. We event managed the launch, ran the Garden City press office, and handled crisis communications.

The Outcome

Gong won the Best Brand launch award 2016 from The Asian Weekly for its successful management of the opening of Garden City in September 2015 organising all aspects of the launch including media relations. Gong Creative designed billboards were erected well in advance, adverts placed and marketing materials redeveloped and distributed. In just one week we secured 20+ articles in targeted media.