Background

TMG is Egypt’s largest real estate company with numerous leisure and residential developments across the country. Momentum was recently involved in launching their intention to list on the Cairo and Alexandria stock exchanges through an Initial Public Offering (IPO).

The project is included not because TMG is Egypt’s largest real estate enterprise, but because of our approach to teamwork, working very closely with the client, our main Huntsworth affiliate agency (Citigate Dewe Rogerson), and other stakeholders in a totally coordinated multi-market scenario. 

Objectives

• Gain media exposure for the IPO announcement in
  accordance with the best practice and legal governance
  regulating financial PR
• To eliminate the risk of leaks and off the record comment /
  speculation
• Coordinate the announcement in the Gulf, Egypt and the
  UK at a given specific time
• Identify Tier One media targets, with particular emphasis
  on Arabic language channels – print, broadcast etc 

Strategy

• Gulf & Egypt Road Show
• Press release describing TMG’s Intention To Float, (ITF),
  and pricing announcements
• Press interviews with the Chairman
• Media relations
• Press trips
• Press conference (Arabic & English) 

Results

• Huge regional pick up in all “Tier One” channels
• Extensive press coverage in major business titles
• Exclusive interviews on CNBC Arabia