2013 Winners & Shortlists

The Campaign

As travellers become more active in planning their own vacation, the Internet becomes the primary source of resource to find 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 hotspots! This showcased a country which was safely, secure and enjoyable.

The Brief

The goal was to was to change the mistaken vision of insecurity and show the world the real Egypt!

Results

Facebook: Clicks Delivered: 12,397 Reach: 6,148,402 Frequency: 9.4 Twitter: Mentions viewed by an estimate of:232,991 people

Execution

ITB Berlin Live feeds from Egypt to Berlin Using the online live streaming technology; live feeds of the people, and Egypt's main hotspots were streamed on a large screen at the entrance of the Egyptian booth, confirming that Egypt is safe and secure. Airing was from four prime tourist destinations Cairo, Red sea, Luxor and Aswan. Twitter tickers with inviting messages from Egyptians and Egypt supporters were displayed on the LED screens that were framing the booth’s entrances. Visitors were also encouraged to interact by sending in tweets of their own to show their support!

The Situation

A year has passed since the revolution, yet Egypt is still perceived as insecure. Political clashes don't exceed 1km squared, but the world's media trends are blind to anything else. As the official partner in ITB Berlin this year our goal was to change the mistaken vision of insecurity and show the world the real Egypt! Consequently, we decided to live stream reality. We also cascaded our stream through online social communities and witnessed significant increase in Engagement levels.Thus, We brought Egypt to the world.

The Strategy

The strategy was to show the world that problematic areas are only in one kilometer squared, and the rest of the country is safe and ready to welcome back it's visitors.