How Rack Centre Amplified a Strategic Infrastructure Partnership Across Nigeria and Global Media Networks

Rack Centre had a major partnership announcement that risked staying inside the industry, so we built the media strategy and distribution that carried it to 16+ quality placements and an estimated audience reach of 68.6 million.

16+ | Quality media placements

68.6M+ | Estimated audience reach

300+ | Syndicated media platforms

100% | Positive media sentiment

A strategic partnership that risked staying inside the industry.

When Rack Centre partnered with EdgeNext to launch Content Delivery Network and Cloud Hosting Services in Nigeria, the goal went well beyond making an announcement, because the company wanted to sit at the centre of conversations about digital infrastructure, cloud services, connectivity and the future of Africa’s digital economy.

Infrastructure announcements often share a common problem, which is that their strategic importance does not always translate into attention, since the technical nature of the news tends to keep it within a circle of industry insiders. Rack Centre needed to reach decision makers across telecommunications, technology, cloud and enterprise, to secure credible coverage in leading Nigerian and African publications, and to extend its visibility to regional and international stakeholders, which meant the real challenge was creating relevance at scale and not simply distributing a press release.

Making an infrastructure story matter beyond infrastructure.

We built the strategy around three objectives, and the first was to establish industry relevance by positioning the partnership as more than a corporate announcement. The messaging focused on how the collaboration would strengthen cloud infrastructure, improve content delivery and support Nigeria’s growing digital economy, so that readers outside the data centre world would understand why it mattered to them.

The second objective was to secure credible media visibility, and for that we developed a targeted media relations strategy that engaged national news platforms, business publications, technology media, pan-African publications and industry-specific outlets, which allowed the story to reach mainstream and specialist audiences at the same time. The third objective was to expand regional and international reach, so we used distribution channels across African and global media to take the story beyond Nigeria and place Rack Centre within wider conversations about digital transformation and infrastructure growth.

Execution brought these objectives together through strategic media outreach, press release development, targeted journalist engagement, newswire and syndication distribution, and media monitoring and reporting, all carried out with a consistent message across every placement.

“Upside Route is the company to go to if you want clarity for your business.”
Founder, Rackcentre

16+ placements and an estimated reach of 68.6 million.

The campaign secured more than sixteen quality placements across leading national, business and technology publications, and it reached an estimated audience of 68.6 million across Nigeria, Africa and international media networks. Distribution through more than 300 syndicated platforms put the story in front of thousands of journalists and media contacts, and every placement carried favourable sentiment, with an estimated PR value of more than $160,000.

The impact went beyond coverage, because the campaign raised awareness of a strategic market expansion, strengthened Rack Centre’s visibility within the technology and infrastructure ecosystem and built awareness among enterprise and telecommunications stakeholders. It also reinforced the company as a key driver of digital infrastructure growth in Nigeria and carried its story into regional and international conversations, which means the announcement was not only published but also amplified, understood and connected to a larger narrative about Africa’s digital future.

Services delivered

Public Relations Strategy

Media Relations

Press Distribution

Brand Visibility Campaign

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