| Brand | EGYPTIAN TOURIST AUTHORITY |
| Product/Service | TRAVEL/TOURISM |
| Entrant | J. WALTER THOMPSON CAIRO, EGYPT |
| Category | Integrated Campaign led by Direct Marketing |
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Entrant Company
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J. WALTER THOMPSON CAIRO, EGYPT
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Advertising Agency
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J. WALTER THOMPSON CAIRO, EGYPT
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Media Agency
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MINDSHARE Cairo, EGYPT
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PR Agency
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HILL+KNOWLTON STRATEGIES EGYPT Cairo, EGYPT
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Production Company
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MAGIC BEANS PRODUCTIONS Cairo, EGYPT
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Production Company 2
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BIGFOOT FILMS Cairo, EGYPT
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Production Company 3
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FILM CLINIC Cairo, EGYPT
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Brief Explanation
An invitational video was uploaded online and shared by Egyptians across their social media pages. This video follows a group of youth around the country, as they explore diverse off-the-beaten-path locations documenting with their phone: from the bustling alleyways of Cairo to the beaches of Marsa Alam; the colors of the Nubian Village to the wonders of the Nile Valley, the heights of Sinai mountains to the depths of the Red Sea. The film was an invitation to locals to play their part in a national initiative, by sharing glimpses of their Egyptian experiences with the rest of the world. The video directly asked Egyptians to travel and experience what their country has to offer, capture it, and tag #thisisegypt.
Creative Execution
#ThisIsEgypt follows a group of young people around the country, as they explore various off-the-beaten-path locations through their smartphone lenses. The film was an invitation to locals to play their part in an important national movement, by sharing glimpses of their Egyptian experiences with the rest of the world. The video acted as the kick-off to the initiative; following those who participated were recognized through free ad space offered, showcasing their images on TV, OOH, and digital crediting those Egyptians who captured them.
Results
Starting with around 10,000 posts. Once officially launched, the campaign was picked up by local channels and aired daily on the nightly talk shows, online with the push of our local social media influencers within 48 hours, the online copy received 300,000 views no paid media. Organic hype, Egyptians’ interest in seeing their country in a different light, and in turn showing the world. Currently the hashtag reached 200,000 posts across platforms in 2 months. Also being adopted by brands for their activations. Video received up to 680,000 views.
Reaching 700 million total impressions.
Credits
| Ramsey Naja |
J.walter Thompson Cairo |
Chief Creative Officer |
| Mohamed Hammady |
J Walter Thompson Cairo |
Executive Creative Director |
| Ben James |
J Walter Thompson New York |
Executive Creative Director |
| Reem Megahed |
J Walter Thompson Cairo |
Head of production |
| Ibrahim Eslam |
J Walter Thompson Cairo |
Associate Creative Director |
| Adam Mourad |
J Walter Thompson Cairo |
Senior Copywriter |
| Malek Sharif |
J Walter Thompson Cairo |
Art Director |
| Ahmed Wahid |
J Walter Thompson Cairo |
Copywriter |
| Ahmed Abdel Kader |
J Walter Thompson Cairo |
Associate Business Director |
| Sally Ezzat |
J Walter Thompson Cairo |
Account Director |
| Diana George |
J. Walter Thompson Cairo |
Senior Planner |
| Amir Adib |
J.Walter Thompson Cairo |
Senior Planner |
| Ahmed El Naggar |
J Walter Thompson Cairo |
Digital Strategy Manager |
| Sarah Moussa |
J Walter Thompson Cairo |
PR Account Director |
| Menna Hagrass |
J Walter Thompson Cairo |
Account Manager |
| Nazli Kassem |
J Walter Thompson Cairo |
Account Executive |
| Karim Fanous |
J Walter Thompson Cairo |
A/V Director |
| Ahmed El Naggar |
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A/V Director |
| Nader Nakoury |
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A/V Director |
| amr ashraf |
J Walter Thompson Cairo |
post producer |