In 2013, MasterCard Worldwide’s President and CEO visited Nigeria, Kenya and South Africa in order to draw attention to how advances in technology are driving economic empowerment and access.
THE CHALLENGE
To provide a photo essay, documenting the CEO's visit and maximising publicity.
The tour included an address to Central Bank of Nigeria officials and other business leaders in Abuja, Nigeria, followed by a signing ceremony in Nairobi, Kenya to announce an agreement between MasterCard and Equity Bank of Kenya. From Nairobi, the tour moved to Soweto and a visit to he iconic Hector Pieterson Memorial before meeting with Hilda Nkantini, one of the six million South Africans who now receive their social grant payments by using the Debit MasterCard. The tour culminated with a thought-leadership event, addressing guests from the South African financial services sector.
HOW WE HELPED
Working with MasterCard’s PR agency, we arranged for our local photographers to attend at each of the locations throughout the tour. The images were then distributed daily over the AP wire.
Whilst the visit was technically an Africa-focused business story, all types of media used the photos distributed by AP across the globe. The image capturing the conversation with villager Hilda Nkantini in particular, was picked up by multiple newsrooms, adding a valuable human-interest angle to an otherwise corporate story.
