2017 Winners & Shortlists

#THISISEGYPT INTERNATIONAL CAMPAIGN

BrandEGYPTIAN TOURISM PROMOTION BOARD
Product/ServiceTOURISM
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
Idea Creation J. WALTER THOMPSON CAIRO, EGYPT
Media Placement MINDSHARE Cairo, EGYPT
Production ASAP PRODUCTIONS Cairo, EGYPT

The Campaign

There are always two sides to a story. #thisisegypt, began as an initiative from Egypt’s youth, to showcase their country in a different light; adopted as the official Egyptian tourism hashtag as a tool to counter the negative imagery circulating globally and show the world our side of the story via social media and share the diverse experiences. It’s was time to get the message across from the people of Egypt to the people of the world in attempt of closing the perception gap and encourage them to come to Egypt experience it and create their own story that reflect the authenticity and fusion of Egypt’s offerings.

Creative Execution

Our international campaign launched online, introducing our #thisisegypt. Targeting tourists who stopped visiting due to false perception. #thisisegypt was used by Egyptians and travelers alike as well as travel influencers, invited to explore Egypt and share their experiences with their followers. Curated posts were showcased to the world through digital screens in prominent locations like Times Square. A brand copy and advertorials alternated on international TV channels, to promote Egypt’s destinations and address global perception.

•The brand film received 411 million impressions, resulting in $2,075,000 USD earned online media •Reach from international travel influencers: 5.5 million •Reach from screens over 14.5 million •2016 ended with a rise in inbound figures of 25.34%

The campaign has a clear line running through the very core of it, #thisisegypt. It touches on all platforms and incorporates our idea into diverse environments, complimenting each other.

There are always two sides to a story. #thisisegypt, began as an initiative from Egypt’s youth, to showcase their country in a different light; adopted as the official Egyptian tourism hashtag as a tool to counter the negative imagery circulating globally and show the world our side of the story via social media and share the diverse experiences. It’s was time to get the message across from the people of Egypt to the people of the world in attempt of closing the perception gap and encourage them to come to Egypt experience it and create their own story that reflect the authenticity and fusion of Egypt’s offerings.

Credits

Name Company Role
Adam Mourad J. walter thompson cairo Associate Creative Director
Ramsey Naja J. Walter Thompson Beirut Chief Creative Officer
Mayan Sabry J. walter thompson cairo Jr. Copywriter
Mariam Makram J. walter thompson cairo Jr. copywriter
Ahmed Abdel Kader J. walter thompson cairo Associate Business Director
Mai Azmy J. Walter Thompson Cairo Managing Director
Sally Ezzat J. Walter Thompson Cairo Account director
Menna Hagrass J. Walter Thompson Cairo Account Manager
Nazli Kassem J. Walter Thompson Cairo Account Executive
Karim Osman J. Walter Thompson Cairo Account Executive
Diana George J. Walter Thompson Cairo Senior Planner
Amir Adib J. Walter Thompson Cairo Senior Planner
Shady AbdelAziz J. Walter Thompson Cairo Tv Producer
Ben James J. Walter Thompson New York Executive Creative Director
Karim Fanous J. Walter Thompson Cairo A/V Director
Ibrahim Islam J. Walter Thompson Cairo Design Director
Mohamed Hammady J. Walter Thompson Cairo Executive Creative Director
Rob Sanders ASAP Productions Director
Luke Jacobs ASAP Productions 1st Unit DOP
Martyna Knitter Visenna ASAP Productions 2nd Unit DOP
Amin Elmasri ASAP Productions Executive Producer
Sherouk Mokhtar ASAP Productions Senior Producer
Ammar Abo Shady ASAP Productions Line Producer
Sameh Hosny ASAP Productions Line Producer
Sary Hany Key66 Music Producer
Amr Rabie Lizard Editor
Mohamed Gabr Photographer Photographer
Links
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