Chimamanda Ngozi Adichie
Positioning a Landmark Cultural Homecoming on the Global Stage
A communications strategy that transformed the inaugural Things Fall Apart Festival into a globally recognised cultural moment through strategic media engagement, executive positioning and digital storytelling.
Project information
- Client
- Centre for Memories
- Principal
- Chimamanda Ngozi Adichie
- Engagement
- Inaugural Things Fall Apart Festival
- Sector
- Culture & creative industries
- Location
- Enugu, Nigeria
- Year
- 2025
- Disciplines
- Strategic communications, International media relations, Executive positioning, Digital storytelling
The Context
The inaugural Things Fall Apart Festival was designed to honour Chinua Achebe’s legacy while creating a global platform for conversations on African literature, identity, memory and culture.
The festival also marked Chimamanda Ngozi Adichie’s first major homecoming following the release of Dream Count, a moment expected to draw significant international attention.
The communications challenge was not simply to publicise an event, but to position it as a cultural moment with international relevance.
The Challenge
For an inaugural festival, credibility is everything.
The communications strategy needed to simultaneously:
- Position the festival as an international cultural platform.
- Elevate Chimamanda’s homecoming beyond a book event.
- Attract leading international media.
- Generate sustained digital engagement before, during and after the festival.
- Create assets that would continue extending the conversation beyond the event itself.
Our Strategic Response
GLANN led the communications strategy for the festival, designing an integrated approach that combined international media engagement, executive positioning and digital storytelling.
Our work included
- Strategic communications planning
- International media relations
- Global media outreach
- Interview coordination
- Executive positioning
- Press office management
- Story development
- Content production
- Real-time event communications
International Media Engagement
One of the campaign’s defining achievements was securing international editorial interest around Chimamanda Ngozi Adichie’s homecoming.
International Coverage
- CNNLarry Madowo
- The GuardianUK
- DWDeutsche Welle
National Coverage
- Brittle Paper
- The Guardian Nigeria
- ThisDay
- Tribune
- Vanguard
- The Punch
- The Nation
- Voice of Nigeria
- West Africa Weekly
Strategic Outcomes
- 01
Elevated Global Visibility
Positioned the inaugural Things Fall Apart Festival within international conversations on African literature and culture through coverage by leading global media organisations.
- 02
Strengthened Institutional Credibility
Established the festival as a serious cultural platform capable of attracting internationally recognised journalists, writers and thought leaders.
- 03
Extended Audience Reach
Created a library of premium digital content that continued to drive engagement long after the festival concluded.
- 04
Reinforced Executive Positioning
Supported Chimamanda Ngozi Adichie’s return to Enugu, Nigeria through a communications strategy that amplified her voice across international and national media.
