KREAB selected to undertake Cyprus' international rebranding

Cyprus’ international rebranding as an investment destination has been put in the hands of global strategic communications consultancy KREAB, Cyprus Business News has learned.

KREAB was also the company chosen, in 2023, to prepare a study on the direction the communication campaign that Cyprus should follow in the context of the attempted rebranding.

Established in Sweden and with offices in 25 countries around the world, KREAB’s specialties include reputation management and global campaign execution.

As noted on its website, KREAB’s team of 400 consultants provide global insights and local knowledge, and the company leverages its international network to provide geographically integrated solutions to clients, offering the advantage of one cohesive team for cross-border projects.

The company was chosen through a tender process launched by Invest Cyprus and comes amidst President Nikos Christodoulides’ ongoing commitment to improving the island’s image as an investment destination overseas.

During his address at the recent 11th KEBE Business Leader Awards, Christodoulides emphasised that, "the ultimate goal is to improve and strengthen the international reputation and attractiveness of Cyprus, to upgrade its image within the international business and investment community but also to other, targeted communities related to important sectors of our economy, such as tourists and students, for example.”

Christodoulides had first formally announced the rebranding campaign in April, at the 16th InBusiness Awards where, after noting, “We are taking actions aimed at restoring the reputation and credibility of Cyprus on the international stage,” he went on to add, “Let me announce tonight that within the next few weeks, following a decision by the Government, Invest Cyprus will launch a major campaign for the rebranding of our country.”

The need for Cyprus' rebranding was brought to the forefront through factors over recent months including the imposing of sanctions on legal and natural persons connected to the island and the publication of the "Cyprus Confidential" investigation.