b2b pr agency case study

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Launching a start-up

Launching a start-up
Client: African Rainbow Consulting

African Rainbow Consulting provides intelligence briefings on investing and doing business in Africa. With an emphasis on social entrepreneurship, the company focuses its analysis on key sectors that are crucial to long-term, sustainable development: telecommunications and internet; irrigation and sanitation; electricity generation.

The company asked TopLine to help launch it to the media and build its profile as a leading provider of intelligence briefings and an authority on doing business in Africa. To do this we began a highly targeted B2B PR campaign centred around the organisation’s Star of Africa report, which ranks Africa’s 53 countries according to investment potential. As part of this we orchestrated an intensive press programme to introduce CEO Katharine Pulvermacher and African Rainbow Consulting to the media.


Within a period of two weeks we secured a high volume of media coverage, including three interviews with the BBC, three with Reuters, one with the FT, and five minutes on CNBC prime time. The company also featured prominently in the African and finance media. This resulted in a 167 per cent increase in web traffic and a surge in industry awareness of the product.

“I have never found it this easy to work with a PR agency. Within a few weeks, TopLine had developed a clear understanding of the business, introduced the company to all pre-determined media, including national finance journalists, set up a series of interviews, including Reuters, CNBC and the BBC, and implemented our launch campaign without a glitch. The results far exceeded my expectations and I would not hesitate in recommending TopLine as an excellent business investment.”

Katharine Pulvermacher, CEO, African Rainbow Consulting

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