2017 Winners & Shortlists

The Campaign

This is Egypt, your home away from home holiday destination with always something entertaining for you regardless of your age or interest. The campaign showcased comfort & familiarity as well as the undiscovered destination & experiences

Creative Execution

Three young Egyptian directors created an invitation film, sharing a seamless perspective on their Egypt; building on our peer-to-peer approach directing viewers to engage with #thisisegypt. From the bustling alleyways of Cairo to the serene beaches of Marsa Alam, the warm colors of the Nubian Village to the ancient wonders of the Nile Valley - locals were invited to engage in the movement and share their perspective via photos/videos on their social media pages, organically from Egyptians to the world, tagging #thisisegypt.the invitation was extended to Arabs were asked to visit&discover something new in their ‘second home’, Egypt. The video sought to inspire and remind traditional Arab visitors of the familiar experiences, yet extend to millennials through highlighting new and authentic experiences. #thisisegypt campaign began at home, giving Egyptians a voice, and letting the Arab world see the true Egypt through the eyes of those who see it best: locals.

Results

Across February to July, Egypt saw a 15% increase from all GCC countries in 2015 vs. 2016 (ETA Statistics Department, Feb - July 2015-2016). Following our off-season campaign, primary markets like Saudi Arabia saw a 16% increase between February and May (ETA, Feb - May 2016), compared to 2015, marking its impact as the 2nd major source of inbound tourists to Egypt versus the same time last year where it was not even listed in the top 10 for inbound travelers to Egypt (CAPMAS & ETA, Feb - May 2016). The first burst of the campaign paved the way for the second burst which was extended in June 2016 to spillover the success into the summer season. After the calm of the holy month of Ramadan in June 2016, total Arab markets' inbound increased by 28% in July 2016 vs. 2015, while our priority markets spiked by 13%.

Arabs were asked to visit and explore something new in their ‘second home’, Egypt. The video sought to inspire and remind traditional Arab visitors of the familiar experiences, yet extend to millennials through highlighting new,different, and authentic experiences.

With no set date to the lift of the imposed travel ban. Countering lost European volume by targeting value-generating Arab markets, who are not as sensitive to safety perception, required a strategic shift towards the targeting approach. the campaign was built around and to address: 1) The majority of Arab visitors are old & family-oriented 2) they spend their vacation almost exclusively in Cairo 3) and they come during summer time only. In other words, in an effort to make up for the lost European volumes through Arab neighbors, not only is it required to target them off their usual visiting season to Egypt, but to also target younger generations, millennials, so they fill in the rooms emptied by Europeans. Timing. Target extension. Promoting not-much-acquainted-with destinations & experiences.