BACKGROUND

In 2025, Blanq led the public relations strategy for Tigo Tanzania’s rebrand to YAS, ensuring a smooth transition in public perception and stakeholder alignment.

The campaign included internal town halls, government briefings, stakeholder events and a press conference attended by the Minister of Information, Communication and Information Technology, Mr Jerry Slaa, a media tour with YAS leadership further reinforced the brand’s new identity.

RESULTS

• Achieved AVE of TSh 1.2 billion
• Boosted YAS brand awareness and acceptance to 85%,
• Successfully positioning it as Tanzania’s new telecom