Working with Egypt’s tourism minister, Dr. Rania Al-Mashat, we developed a new strategy for the country meant to:
- Elevate Egypt from history lessons to powerful emotional experiences
- Expand perceptions of Egypt using its people and its many less familiar destinations
- Identify the three market segments (Upmarket Adventurers, Cultural Sightseers and Shopping Rejuvenators) that would generate the highest demand and be the most receptive to the new positioning
We brought this strategy to life via 40 powerful content assets tailored to paid, owned and earned platforms and targeted at specific customer segments to increase relevance and change perception.
For the campaign Dr Rania won World Travel & Tourism Council (WTTC) Tourism Leader Award 2019, United Nations World Tourism Organisation (UNWTO) Best Campaign Video 2019 and for the first time since 2013, Egypt ranked #1 in Africa on country branding based on its strengthened prominence in the digital and social landscape.