#THISISEGYPT DOMESTIC CAMPAIGN
Brand | EGYPTIAN TOURISM PROMOTION BOARD |
Product/Service | TOURISM |
Entrant | J. WALTER THOMPSON CAIRO, EGYPT |
Category | Creative Effectiveness |
Idea Creation
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J. WALTER THOMPSON CAIRO, EGYPT
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Media Placement
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MINDSHARE Cairo, EGYPT
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PR
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HILL+KNOWLTON STRATEGIES EGYPT Cairo, EGYPT
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Production
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MAGIC BEANS PRODUCTIONS Cairo, EGYPT
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Production 2
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BIGFOOT FILMS Cairo, EGYPT
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Production 3
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FILM CLINIC Cairo, EGYPT
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Brief Explanation
Since 2011, Egypt’s tourism industry has been in freefall. With a number of European travel bans in place, not to mention Western perception of safety issues, one of the country’s largest economy sectors was dramatically shrinking. Media coverage of current events in Egypt have taken a major toll on Egypt’s perception, causing Egyptians to grow tired of the perception gap between how positively they see their own country and how the rest of the world sees it. In order to regain its position as an attractive tourism destination, Egypt had to overcome this. When it came time to promote Egypt as a tourism destination again for the first time in 5 years, we looked within. With an objective to close this perception gap, we looked to inspire Egyptians to travel domestically. From the people of Egypt to the people of the world, This Is Egypt. At this time, #thisisegypt emerged as an initiative by spirited Egyptian youth to push positive content out of their country online. As the tourism world shifts towards digital and peer-to-peer, we adopted this hashtag for the campaign and subsequently catapulted it from pure momentum to an established national platform. With a solid hashtag in foundation and its accompanying campaign, we would create a long-term ecosystem that would eventually rally support from all mediums, beginning at home with Egyptians. To do this, we recruited local social media influencers and released an invitational video online, that would then go on to be supported by local media personalities and was picked up by local TV channels offering free airing in support of the campaign. The initiative enthused people to take matters into their own hands, and showcase the authenticity and fusion of Egypt’s offerings. From there, we gathered and curated all content on the thisisegypt.com microsite, and extended the movement to outdoors and print offering recognition to those who participated in the campaign. With the campaign established at home, we further offered recognition by showcasing user-generated content in iconic locations around the world like Times Square. The results surpassed all expectation – proving the power of people united for a cause. The hashtag went on to become a staple for promoting positive news in the country, tripling in numbers since its adoption by the tourism board. Many were inspired to travel around Egypt, and participate in the campaign. Despite the ups and downs Egypt has been through since the launch of the campaign, the momentum survived, even inspiring neighbouring countries such as the Gulf to visit Egypt in their off-season. All with zero media spend.
Credits
Ramsey Naja |
J. Walter Thompson MEA |
Chief Creative Officers |
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 |
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 |
Shady Abdelaziz |
J. Walter Thompson Cairo |
AV Producer |
Menna Hagrass |
J. Walter Thompson Cairo |
Account Manager |
Nazli Kassem |
J. Walter Thompson Cairo |
Account Executive |
Karim Fanous |
J. Walter Thompson Cairo |
AV Director |
Ahmed El Naggar |
|
AV Director |
Nader Nakoury |
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AV Director |
Amr Ashraf |
J. Walter Thompson Cairo |
Post-Producer |