The company’s initial goal was to provide free audio-visual equipment (plasma/LED TV Screens) to Uganda’s Missions Abroad who would in turn buy promotional videos from Promote Uganda that provided content marketing Uganda’s tourism and investment potential.  A Memorandum of Understanding signed between Promote Uganda Ltd and the Ministry of Foreign Affairs on 2013 to cement this arrangement, and is renewable every 5 years. 

To achieve its main objective, Promote Uganda set up a full-fledged and well-resourced production unit that has state of the art filming equipment and a competent team of professionals including videographers, editors and script writers who produce the videos which are its core product.

As a result of the high quality videos produced for the missions abroad, Promote Uganda has succeeded in expanding its clientele to other organizations that require the production of high quality audio–vision content. These include the Ministry of Finance and Economic Planning that contracted Promote Uganda to record documentaries on budget for the financial years 2006/07,2007/2008,2010/2011,2011/2012, 2012/2013, 2015//2016 and 2017/2018 as well as a live recording of the actual reading of Uganda’s Budget speeches. Other institutions have also engaged Promote Uganda to record documentaries for them such as a documentary the Uganda Energy Credit Capitalization Company (UECCC) in 2015 and in 2016 they produced Bank of Uganda’s documentary for their 50th Anniversary. Promote Uganda’s productions impressed international bodies like UNSOM, UNSOS, and AMISOM in Somalia providing information support.