Industry PR in a High-Stakes Exhibition Environment
MIFA needed to connect a 75-year anniversary and a strategic aquaculture pivot while standing out among hundreds of Halieutis exhibitors.
Mifa
How BOXCOM Africa Amplified MIFA Group's Aquaculture Strategy Announcement at Halieutis Morocco
MIFA Group is one of Morocco's most established industrial groups in fisheries and maritime equipment, with 75 years of continuous operation supporting the country's maritime economy.
22Total Media
Covered
Covered
38KEstimated Article
Views
Views
174KCombined AVE
(MAD)
(MAD)
National Strategy Alignment, Multi-Platform Media and Multilingual Reach
We aligned the announcement with Morocco's blue economy priorities and built coordinated digital, print and broadcast outreach across four languages.
The Challenge
Industry PR in a High-Stakes Exhibition Environment
BOXCOM Africa identified three strategic communication challenges:
Communicating a Milestone Anniversary Alongside a Strategic Pivot
MIFA Group’s 75th anniversary and entry into aquaculture were distinct stories that had to become one coherent narrative, using institutional legacy as the foundation while giving the strategic announcement a clear frame.
Aligning Corporate Strategy with National Economic Priorities
Aquaculture and the blue economy are national priorities involving the Ministry of Agriculture and Fisheries, ANDA and sector federations. MIFA’s initiative needed credible positioning within that wider context.
Maximizing Impact Within a Competitive Exhibition Environment
Halieutis brings together hundreds of industry players seeking attention at once. Standing out required a tightly crafted narrative and precisely timed outreach.
The Strategy
National Strategy Alignment, Multi-Platform Media and Multilingual Reach
BOXCOM Africa built a focused industry PR campaign around three strategic pillars.
National Strategy-Aligned Narrative Development
The story paired MIFA Group’s 75-year legacy with aquaculture as Morocco’s next blue economy frontier, explaining a four-pillar strategy spanning licences, equipment, farm development and processing.
Multi-Platform Media Outreach
Outreach covered economic and business media, fisheries publications, national news and television. Two television placements gave the announcement broadcast-level authority beyond digital coverage.
Quadrilingual Media Strategy
French reached business media, Arabic engaged the national audience, Dutch accessed the international fishing industry and a Tamazight television interview reflected MIFA’s northern Moroccan roots.
The Results
22 Outlets, Four Languages and a Television Presence
Media Coverage
- 22 Moroccan and international outlets covered the announcement: 18 online media, two international web outlets and two television channels.
- Coverage ran in French, Arabic, Dutch and Tamazight.
- 18 of 22 articles included photographs, with most receiving full-page, high-priority placement.
- 38,000+ estimated views and 174,000 MAD in Advertising Value Equivalent.
Key Message Amplification
- The new aquaculture vertical generated 28 mentions.
- MIFA's aquaculture investment generated 24 mentions.
- The group's 75-year institutional legacy generated 17 mentions.
Talk Through the Brief
Tell us the story, the market and the timing. A senior member of the team will help identify the questions worth answering first.
Phone
Address
3 Rue El Jihani, Quartier Racine, Casablanca, Morocco 20250
