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April 16, 2008

MTC turns to Jack Morton to support rebrand

Middle East and African mobile operator MTC (Mobile Telecommunications Co.) chose Jack Morton Worldwide to handle the internal events announcing its recent rebrand to Zain (www.zain.com). The communications events for employees and VIPs took place during September in Jordan, Bahrain, Kuwait and Sudan and were linked live by satellite. The lead up campaign and the events themselves followed the themes of 'Radiance', 'Heart' and 'Belonging' in order to thoroughly immerse audiences with these new brand values.

Jack Morton created and produced a series of live launch events, reaching a total of 12,000 people in the four regions. The experiential giant also handled four separate press launch events also took place simultaneously in each region over the two-day period.

"To launch a new global brand like Zain, we needed a company with world-class standards to manage all the delicate logistics of our launch and media events in four different countries simultaneously,” said Dr Saad Al Barrak, CEO of Zain. “Also we wanted an agency that would understand our values and what we stood for so that they would be reflected in the events."  

Four dedicated Jack Morton teams worked locally but collaboratively to ensure the central Zain message was delivered with consistency, synergy and integrity across the regions. The events were planned and delivered within a very tight time frame of only eight weeks and the team delivered 12 successful events despite a launch date change with only four week's notice, which meant that new venues and suppliers had to be sourced.

Creating and delivering the events in such disparate locations presented the team with some interesting and contrasting challenges. For example, in Sudan an almost derelict venue required a virtually complete facelift. In Kuwait and Bahrain venues had to be built from scratch. It was also essential that the entire team worked sensitively and effectively within contrasting cultural and business environments in each region.    

"We are delighted to have had the opportunity to create and produce these exciting events for Zain,” said David Zolkwer, director, Jack Morton Worldwide. “The team overcame many creative, technical and logistical challenges in order to simultaneously deliver events in four countries that collectively and beautifully served as a single seamless brand launch experience."
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