2017 Winners & Shortlists

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.