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Study Case



IATF is an initiative that supports the implementation of the AfCFTA. It is organised by Afreximbank in collaboration with the African Union, marking an important step to sustainably addressing the gap in trade and market information for the successful realisation of the AfCFTA objectives.

The IATF is a beacon of hope and a ray of sunshine for African countries, working together and increasing trade relations amongst African countries. The IATF is the event African countries have been waiting for, to help strengthen Intra-Africa relations. The advent and signing of the Africa Free Trade Agreement is one such step in the right direction to assist African states reach positive GDP stats to pre-COVID-19.

The African Export-Import Bank (Afreximbank) has identified intra-African trade as a critical factor for unlocking Africa’s economic potential. Although the share of intra-African trade as a percentage of total African trade has increased from 10% in 1995 to around 16% currently, it remains low compared to the levels in Europe (59%), Asia (51%), and North America (37%). One of the key reasons for the low level of intra-African trade is the lack of access to cross-border trade and market information.

Committed to transforming Africa, Afreximbank launched the biennial intra-African Trade Fair in 2018 as a unique platform to connect African buyers, sellers, and investors.

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With the venue change, we had less than 6 weeks develop, the Intra-Africa Trade Fair 2021 public relations and media engagement plan, with the event now taking in Kwa Zulu Natal during 15 – 21 November 2021.

The Intra African Trade provides for massive PR opportunity as it allows for us to have a broader view on what is happening in the African Trade market and how we can leverage on those to bringing. Awareness to the trade expo. Through PR interventions, we promoted the IATF in the SADC region- media houses, journalists, corporates, businesses, SMMEs, entrepreneurs and etc

This will helped us achieve the following objectives:

  • Lobbying African Media houses to promote IATF
  • Benefit of economic tourism and intercontinental business trade through the identification of key strategic PR opportunities and partnerships

Through this we built relationships and generated a great momentum before audiences got to experience the show.

The involvement of media houses throughout the country (South Africa) and the SADC region (Zimbabwe, Botswana, Malawi, Zambia, Lesotho, Mozambique and etc) collectively bought awareness of the IATF 2021. This included working closely with editors’ forums in all SADC nations and leading news broadcasters.



1. SANEF (SA National Editors Forum)

  • TV Broadcasters and Reuters Media group
  • International Media (CNN, BBC, CNBC, Aljazeera, China Global News Network)
  • Radio Stations SA (702, Cape Talk, Power FM, Radio 2000)


2. Radio and TV stations in SADC region (Botswana)

  • Botswana TV
  • Radio Botswana, Yarona FM, Gabz FM, RB2, DUMA FM


3. Radio & TV Stations in SADC Region (Zimbabwe)

  • Zimbabwe Broadcasting Corporation (ZBC)
  • 3KTV; ZTN; NRTV; Kumba TV; KEYONA TV & Channel D

4. Radio & TV Stations in SADC region (Zambia)

  • Zambia News Network
  • ZNBC (Zambia National Broadcast Channel)
  • Muvi TV; Prime TV Zambia; Zambezi Magic

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