Elm
Elm is a Saudi digital solutions company, owned by the Public Investment Fund and listed on Tadawul. The established, state-backed technology leader used GITEX Africa as a deliberate step in its international expansion.
Elm entered Africa with strong credentials but almost no recognition across four countries and three languages. Institutional and technology audiences had to be reached simultaneously.
We secured a government-level MoU, sequenced partnership announcements, produced trilingual content and coordinated broadcast access including an Al Aoula interview.
The Challenge
BOXCOM Africa identified three communication challenges:
A government-owned Saudi technology group carries weight at home, but that credibility does not automatically translate abroad. Elm needed a visible institutional anchor and tangible local commitment so its entry would read as more than a foreign company announcement.
Government cooperation and technology innovation required a strategy that bridged institutional outlets with tech and innovation media, each expecting a distinct angle on the same story.
A single announcement fades quickly in a crowded event cycle. Partnership signings and spokesperson access had to be sequenced across all three days to keep Elm visible from opening to close.
The Strategy
A two-track narrative presented Elm as both a proven institutional partner and a forward-facing innovator.
A government-level MoU signing and corporate proof points — 500+ projects, 80 products and 32 patents — positioned Elm as an established partner rather than a newcomer testing the market.
Partnership announcements with Kuba, Algo Consulting and TELEPAC were timed across the opening and closing days, while the pavilion’s AI, archiving and smart-stadium solutions gave technology media a complementary angle.
Arabic, French and English content reached Moroccan, Tunisian, Saudi and pan-African outlets in their editorial languages, while a national television interview on Al Aoula created a high-visibility broadcast moment.
The Results
Tell us the story, the market and the timing. A senior member of the team will help identify the questions worth answering first.
3 Rue El Jihani, Quartier Racine, Casablanca, Morocco 20250
