| Brand | EGYPTIAN TOURIST AUTHORITY |
| Product/Service | TRAVEL/TOURISM |
| Entrant | J. WALTER THOMPSON CAIRO, EGYPT |
| Category | Use of Integrated Media |
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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
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. #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.
Results and Effectiveness
The value of free media exceeded 11 million Egyptian pounds.
Combined posts to the hashtag 200,000 across social media platforms
Youtube views over 300,000 in 48 hours since upload
Total Youtube views 680,000 zero paid media
Reaching 700 million total impressions
Creative Execution
The media planning was unconventional in the sense that the campaign was centralized our a national initiative to support tourism. Broadcast (TV & radio), online, and print channels and publications offered free spots in support of the campaign especially to showcase those images shared to #thisisegypt.
Insights, Strategy and the Idea
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. Egypt's image was tarnished by online WOM; so we needed to mobilize local Egypt's online to share positive imagery; 48% of the population are socially connected; they needed to be mobilized online and recognized offline to maintain the momentum.
Credits
| 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 |
| Riham El Sawy |
Mindshare Cairo |
Managing 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 |