Experiential Marketing

11^th July 2025

Client: ICON Properties

Assignment: Event concept, Event Management

On the 11th of July 2025, ICON Properties plc successfully hosted its annual Stakeholder Engagement Forum at the Kabula Room, Ryalls Hotel in Blantyre. The forum brought together a cross-section of key stakeholders, including property investors, tenants, real estate professionals, financial advisors, business partners, and members of the media. The event provided a strategic platform for ICON Properties to engage directly with its stakeholders, reaffirm its commitment to transparency and accountability, and share insights on company performance, market positioning, and future growth plans.

Mirage PR was entrusted with the coordination and execution of this high-level event. From developing the event concept and managing venue logistics to creating branded materials and facilitating day-of coordination, Mirage PR played a central role in delivering a seamless and impactful experience that reflected ICON Properties’ professionalism and stakeholder-focused culture. Thoughtfully curated décor transformed the venue into a stylish and welcoming space, creating an ambience that guests truly appreciated.

The event commenced at 10:00 AM, hosted by Mbumba Mlia-Ndasauka, who guided proceedings with poise, ensuring the program flowed smoothly. Senior executives shared updates on the company’s financial and operational performance over the past year, highlighting progress made, strategic priorities, and steps being taken to create value through ICON’s diverse property portfolio. A highlight of the day was the introduction of Mr. Washington Chimuzu, ICON’s new Chief Executive Officer, who addressed stakeholders for the first time in his new role. He shared his vision for the company, reflecting on recent achievements and outlining future strategies to build on ICON’s strong foundation.

The forum drew over 80 key stakeholders, reflecting strong interest and confidence in ICON Properties. An interactive question-and-answer segment encouraged meaningful dialogue, allowing guests to gain fresh perspectives and valuable takeaways. The event successfully reinforced ICON Properties’ commitment to stakeholder engagement, transparency, and accountability while showcasing Mirage PR’s expertise in orchestrating high-level corporate events.

Highlights of the campaign

• Washington Chimuzu, ICON’s new CEO, addressed stakeholders for the first time, sharing his vision and future strategies.
• Senior executives presented financial and operational updates, reinforcing ICON’s commitment to good governance and shareholder value creation.
• Mirage coordinated the event from concept development to day-of execution, providing a PA system and screen to enhance presentations and communication.
• The interactive Q&A segment fostered meaningful discussions and provided stakeholders with valuable insights.
• Thoughtful décor and ambience created a welcoming and professional environment.
• High attendance and active participation reflected strong stakeholder trust and interest in ICON Properties’ growth.

30^th April, 2025

Client: National Bank of Malawi

Assignment: Event Coordination, Event Management , Experiential Marketing

Solution: On April 30, 2025, National Bank of Malawi (NBM) launched an innovative financing solution called Fuel 360, aimed at revolutionizing fuel retail in Malawi.

Fuel 360 was developed to provide financial support to fuel retailers, helping them maintain consistent fuel supplies and enhance operational efficiency. By addressing common cash flow challenges, the product aimed to ensure a steady and reliable fuel distribution network across the country.

The initiative formed part of NBM’s broader strategy to empower key sectors of the Malawian economy through tailored financial products. By improving access to working capital, Fuel 360 enabled fuel retailers to meet demand more effectively and consistently.

Mirage PR conceptualized and coordinated the launch event, and the following report outlines the highlights and lessons learned during the event.

Highlights of the campaign

• A high-impact highlight video captured the most important moments of the launch event.
• The event décor perfectly reflected the theme of the launch, leaving guests impressed with the overall ambience.
• Another key highlight was the seamless coordination by the Mirage team, who ensured that client needs were fully met throughout and after the event.
• The professional hosting services provided ensured the event ran smoothly and delivered an exceptional experience for all in attendance.

28th March to 30th March, 2025 

Client: NICO Group

Assignment: Event Coordination, Event Management

Solution: From March 28 to 30, 2025, NICO Group hosted a high-impact Directors’ Retreat at Sunbird Livingstonia and Waterfront Hotels in Salima. The retreat was designed to foster leadership excellence, strengthen collaboration, and celebrate the achievements of the Group’s top leadership. Mirage PR successfully managed and executed the event, working closely with NICO from planning through to delivery and post-event wrap-up.

The retreat began on Friday with Directors arriving throughout the day and being warmly welcomed at two reception points. A creative welcome activity involving a colour-by-number elephant painting was used to spark interaction, with numbers drawn also intended for team selection. Although the evening’s Braai Masters Competition saw an adjustment due to turnout, the Directors enthusiastically formed their own teams. The beachfront dinner that followed featured live music, fun games, and an engaging cooking competition led by CEOs as team head chefs. Teams competed using shared ingredients and braai stations, and winners received Malawi watches while the judges received appreciation gifts.

Saturday began with a morning aerobics session attended by 25 participants, despite minor delays due to music equipment. A timely and well-attended leadership conference followed, where the Group Managing Director and Board Chairman delivered key messages on leadership, commitment, and unity. In the evening, a Sundowner Cocktail eased into the Golden Gates Gala Dinner. Dressed in black tie, the Directors participated in an interactive fish tasting game called “Big Fish, Small Fish,” which emphasized strategic thinking in changing markets. The Gala featured inspiring speeches and entertainment, including a standout performance by Kell Kay, who personalized his songs to reflect NICO’s journey, followed by an open dance floor that extended into the night.

Sunday began with another aerobics session and a group photo, followed by tailored leisure activities. Directors had a choice of a game drive at Mkuyu Game Ranch, horseback riding, mountain biking, a guided self-drive tour at Kuti Game Reserve, or spa treatments at the Waterfront Garden. These included express manicures, pedicures, and massages. All activities concluded by 1:00 PM, after which the Directors enjoyed lunch and checked out. The retreat successfully blended strategic engagement with relaxation, reinforcing the theme of “ONE NICO” and positioning the Group as a unified, high-performing force in Malawi’s financial sector.

Highlights of the campaign

• A total of about 70 Directors attended the retreat for the entire three days.
• The Directors fully immersed themselves in all of the activities at the retreat beginning from painting all the way to the Sunday activities, and expressed genuine enjoyment.
• There was ample brand presence at the event and a considerable number of directors commended the aesthetics, i.e., stage, lighting, etc.
• The Braai Masters Competition encouraged teamwork while still encouraging the competitive spirit, and the participants continued to discuss and make references to it the whole weekend.

Date: 29th August and 31st August, 2023 (Lilongwe and Blantyre) 

Client: NICO ASSET MANAGERS 

Assignment:  Concept Development and Event Coordination

Solution: NICO Asset Managers (NAM) engaged mirage PR to coordinate and conceptualize an event that would be able to engage prospective clients, to share their solutions. The NICO Coffee experience was an experiential marketing activity that delivered a curated brand experience for the prospective clients. The Lilongwe event was held on the 29th of August, 2023 and it took place at the Bingu International Convention Centre (B.I.C.C). While the Blantyre event took place at Ryalls hotel on the 31st August, 2023.