2013 Winners & Shortlists

Results and Effectiveness

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Creative Execution

As travelers become more active in planning their own vacation, the Internet becomes the primary resource of finding information about the country they intend to visit. It was clear that the first destination that we needed to drive people to was in fact not Egypt – but our online representation of it during ITB. We created A LIVE FEED, an innovative and interactive platform that concentrates information about holidaying in Egypt onto a single portal. ITB Visitors were also plugged into social networks via the on-ground event that empowered them to share their experiences of ITB and extend the reach of Egypt’s main hot spots! This showcased a country which was safely, secure and enjoyable.

Insights, Strategy and the Idea

After the security implications as a result of the 25 January Revolution The Egyptian Tourism Authority wanted to re-brand itself as a country destination known for its concentration of diverse offerings and experiences, as well as to connect emotionally with potential visitors in the digital space. ETA aims to increase website traffic & visitor arrivals to Egypt during ITB 2012 and provide ITB visitors a seamless digital experience. This experience is about showcasing the experiences of Egypt live rather than dictating them.