2016 Winners & Shortlists

#THISISEGYPT

Brand	EGYPTIAN TOURIST AUTHORITY
Product/Service	TRAVEL/TOURISM
Entrant	J. WALTER THOMPSON CAIRO, EGYPT
Category	Storytelling
Entrant Company	J. WALTER THOMPSON CAIRO, EGYPT
Advertising Agency	J. WALTER THOMPSON CAIRO, EGYPT
Media Agency	MINDSHARE Cairo, EGYPT
PR Agency	HILL+KNOWLTON STRATEGIES EGYPT Cairo, EGYPT
Production Company	MAGIC BEANS PRODUCTIONS Cairo, EGYPT
Production Company 2	BIGFOOT FILMS Cairo, EGYPT
Production Company 3	FILM CLINIC Cairo, EGYPT

Creative Execution

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 an national initiative, by sharing glimpses of their Egyptian experiences with the rest of the world.

Local channels aired the video daily on nightly talk shows with high viewership. Within 48 hours, the online copy received 300,000 views without any paid media. Egyptians’ interest in seeing and sharing their experience with the world. Currently the hashtag reached 200,000 posts across social media platforms, in merely 2 months of its official launch. While other similar local initiatives reached 88,000 posts in 2 years. Also adopted by local brands in their own activations, the hashtag is quickly becoming a habitual tag for any content being shared about Egypt and its diverse experiences. Reaching 700 million total impressions

Egypt is facing a major challenge hindering its position to regain its position as a top global destination; this challenge is that of perception. News coverage in the past few years have resulted in misconception dropping it off the consideration list of travelers. The world of travel and tourism communication has changed, to the digital world and peer to peer being key factors in considering, planning and booking. Further, Egyptian’s local perspective on their country was positive than the foreign perspective. Our objective, to close the perception gap and highlight Egypt’s diversified experiential offering utilizing locals. #thisisegypt, was adopted as the official Egyptian tourism hashtag as a tool to both counter the negative imagery circulating global via social media and share the diverse experiences. A digital platform was created to curate the positive images tagged to #thisisegypt. Upon launch a video was seeded online showcasing the diverse experiences.

Credits

Name	Company	Role
Ramsey Naja	J.walter Thompson	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		A/V Director
Nader Nakoury		A/V Director
amr ashraf	J Walter Thompson Cairo	post producer

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