World Trade Organisation 10th Ministerial Conference

The Gina Din Group was tasked with developing a communication strategy as well as handling the accommodation and logistics for the 10th Ministerial Conference of the World Trade Organisation (WTO), which was held in Nairobi between Dec. 15 and 19, 2015. This was the first time that the prestigious conference was held in Africa.

Accommodation and Logistics

The Gina Din Group successfully facilitated the process of booking delegates into their various hotels in Nairobi. We also organised the opening ceremony event, which was attended by 3,000 delegates including various Heads of States.

Communication Strategy

The main objectives of the communication strategy were to showcase Kenya as a viable and attractive conference and tourism destination, to highlight why WTO matters to Africa and to highlight the significance of holding the conference on African soil for the first time. It was also an opportunity for African member countries, in particular the Least Developed Countries, to articulate their positions on matters touching on world trade and issues affecting them directly.

We compiled a comprehensive communications strategy and submitted it to the Ministry of Foreign Affairs & International Trade. The strategy included hosting a Media Owners Breakfast, contributing to various events to engage stakeholders and publicising the event via extensive media coverage and video productions.

Media Coverage

The Gina Din Group consistently engaged media houses to ensure continued coverage in the run up to and during the conference. Key editorials appeared in Nation Newspaper, Msafiri Magazine, Business Daily and Standard newspaper amongst many others. Television coverage was found on CNBC Africa, Citizen TV, NTV, KBC and others.
 
We also produced a number of short interview style documentaries in the run up to the conference, which were released to media houses as well as loaded on social media.

There was a significant amount of engagement on social media. On Dec. 15, 704 original posts were viewed over 6 million times by users. The hashtag #MC10Nairobi also began trending as the countdown to the conference began on social media. That trend continued through the end of the conference, with the hashtag #NairobiDeclaration also trending on Dec. 19.
Client
Ministry of Foreign Affairs & International Trade
Role
Public Relations
Year
2015