Tourism Ministry pronounces int’l advertising and marketing and promotion partnerships

Ministry of Tourism announces International Marketing and Promotion Partnerships with Beautiful Destinations, CNN, Ctrip, Discovery, Expedia Group and Isobar - Press photo

CAIRO – 10 September 2019: Minister of Tourism Rania Al-Mashat introduced Monday the small print of the Ministry’s Worldwide Advertising and Promotion Partnerships with main worldwide advertising and marketing, branding and media firms specifically Lovely Locations, CNN, China’s Ctrip, Discovery, Expedia Group and Isobar.

Throughout an revolutionary mixture of TV, digital and social media platforms, the Ministry of Tourism is launching a worldwide tourism marketing campaign to showcase the trendy and dynamic face of the nation with its abundance of experiences for vacationers from all world wide, no matter their style or finances, along with tapping on new supply markets.

“The diversification of selling and media platforms, a key pillar of the Egypt—Tourism Reform Program, contributes to the altering narrative of the sector.” mentioned H.E. Dr Rania Al-Mashat.

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Ministry of Tourism pronounces Worldwide Advertising and Promotion Partnerships with Lovely Locations, CNN, Ctrip, Discovery, Expedia Group and Isobar – Press photograph

“We’ll work intently with our worldwide companions to showcase our lovely nation to a wider vary of audiences all around the world, with new revolutionary and aggressive ideas of promotion, fashionable content material and digital instruments, highlighting the variety of our locations & authenticity of our traditions. And thru the usage of a data-driven method we’ll create content material tailor-made to audiences in varied markets” added Dr. Rania Al-Mashat, the Minister of Tourism.

On the coronary heart of the Ministry’s Worldwide Advertising and Promotion Partnerships lie the three foremost elements of the third pillar of the Egypt—Tourism Reform Program. They’re “GEM2020”, selling the opening of the Grand Egyptian Museum, the most important museum on the planet devoted to at least one civilization; “Individuals to Individuals” (P2P) marketing campaign, which goals at portraying Egypt not solely as a recent and prime touristic vacation spot but additionally sheds mild on the variety and authenticity of the Egyptian folks and “Branding by Vacation spot”, creating an identification for every of Egypt’s distinctive locations.

The announcement ceremony was attended by Jeremy Jauncey , Founder and CEO of Lovely Vacation spot, Ms. Amanda Wang; GM of International Locations Advertising & Gross sales in Ctirp Group, Amanda Turnbull; Discovery Vice President and Common Supervisor for Center East & Africa, Myriam Younes; Director, Enterprise Growth, EMEA & India, Expedia Group, Tarek Daouk ; CEO of Dentsu Aegis Community MENA “Isobar”.

Jeremy Jauncey founder and CEO of Lovely Locations mentioned “Working with H.E. Dr. Rania Al Mashat to deliver the Egypt — Tourism Reform Program to life has been an enormous honour and we’re extraordinarily proud to have created the brand new model for Egypt tourism.

The launch of the Individuals to Individuals marketing campaign is simply the beginning of Lovely Locations dedication to Egypt and we can’t wait to encourage the world to return and go to”.

He added “We have now been working collectively for the reason that starting of the yr on a detailed partnership to develop the Egypt model, information from goal markets and the Lovely Locations group on social media. We have now seen a improbable response from travellers and content material creators all around the world who’re excited to go to Egypt and see all it has to supply. At a time when genuine, native experiences are driving a lot of tourism we consider that Egypt is exceptionally effectively positioned to capitalise on this pursuits l and create as soon as in a lifetime moments for folks from all around the world”.

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Ministry of Tourism pronounces Worldwide Advertising and Promotion Partnerships with Lovely Locations, CNN, Ctrip, Discovery, Expedia Group and Isobar – Press photograph

Cathy Ibal, Vice President, CNN Worldwide Industrial mentioned “It excites me once we evolve a long-term relationship with a key associate into new and revolutionary areas. This new partnership takes our nation branding work with Egypt Ministry of Tourism to a brand new stage by leveraging the cumulative impression of all CNN platforms, content material and know-how to make sure that the great thing about Egypt and its folks resonates deeply with the fitting audiences”, in the course of the launch of the partnership with CNN on Might 7, 2019.

Amanda Wang; GM of International Locations Advertising & Gross sales in Ctirp Group mentioned “Throughout the previous a number of years, we noticed important progress within the variety of Chinese language vacationers visiting Egypt. It’s a gorgeous vacation spot with the considerable tourism useful resource and attribute tradition, and the visa on arrival coverage helped with market enhance as effectively. Cairo was the preferred African metropolis for Chinese language vacationers final yr. Ctrip Vacation spot Advertising will work intently with Egyptian Tourism Promotion Board, present Chinese language guests with extra wealthy and distinctive journey merchandise”.

Commenting on the partnership, Amanda Turnbull; Discovery Vice President and Common Supervisor for Center East & Africa mentioned: “We’re delighted to additional strengthen our long-standing relationship with Egypt Tourism as its solely non-news community associate. Our experience permits us to showcase the various wonders of Egypt as a part of our unprecedented factual leisure providing, in addition to talk the breadth of historic and tourism choices throughout Egypt to far-reaching corners of the globe”.

Myriam Younes, Director, Enterprise Growth at Expedia Group Media Options: “Egypt has a lot to supply guests and we’re thrilled to be working with the Egyptian Ministry of Tourism to assist meet the objectives of its formidable tourism program. This marketing campaign goals to drive demand in bookings, however extra maybe importantly, it’s going to assist increase consciousness of Egypt’s superb areas and various folks to Expedia Group’s viewers of extremely engaged, worldwide journey consumers. We stay up for seeing some optimistic outcomes from the marketing campaign”.

Tarek Daouk ; CEO of Dentsu Aegis Community MENA “Isobar”, mentioned: “We’re extraordinarily proud to associate with Egypt Tourism on their social content material, experiential and digital media task across the globe. Vacationers right now demand seamless end-to-end experiences, searching for content material that evokes them and experiences that present motivation to journey primarily based on a want for social connections, journey and spontaneity”. He added “We stay up for working collectively to seize the hearts and minds of the world’s explorers in search of their subsequent journey”.

Under are the worldwide branding and media firms:

1- Lovely Locations

It’s the world journey model devoted to showcase the nice on the planet by means of the ability of journey; It has constructed the world’s largest tourism group on social media; Over 20 million folks in 180 nations flip to us every day on Instagram, Fb, Snapchat, YouTube, and Weibo to be impressed by journey and tourism, and to be taught extra about our companions.
By way of this partnership, Lovely Locations, will create distinctive, excessive impression movies and a photograph library to showcase Egypt by means of storytelling.
(Content material lacking)

2- CNN

In Might 2019, Egypt’s Ministry of Tourism is launched into an expanded partnership with CNN in a worldwide tourism marketing campaign that showcases a recent Egypt throughout an revolutionary mixture of TV, digital and social media platforms. The target of the partnership is to proceed and speed up the nation’s tourism progress. Innovation lies on the coronary heart of the partnership by means of the utilisation of CNN’s refined information capabilities and perception to achieve these audiences. CNN will leverage its distinctive scale by way of TV networks in addition to precision concentrating on throughout digital and social media to optimise a model marketing campaign exhibiting the great thing about Egypt, its tradition and other people throughout these platforms as TV adverts, native promoting and focused social media posts utilizing Turner’s Launchpad know-how.

CNN’s continued dedication to overlaying various tales about world locations will proceed with a spread of really inspirational CNN digital and TV programming about Egypt comparable to Vacation spot Egypt, which can discover among the nation’s wonders in a brand new mild; #MyEgypt, which can uncover Egypt by means of a seasoned traveller with insider data of the nation; and Cairo POV, which seems to be at how millennial travellers uncover native experiences on their adventures.

3- Ctrip

Ctrip is without doubt one of the largest Chinese language on-line tour operators. Since its inception in 1999, Ctrip has skilled substantial progress and have become one of many best-known journey manufacturers in China; it’s a main journey service supplier of lodging reservation, transportation ticketing, packaged excursions and company journey administration in China.
Ctrip permits enterprise and leisure vacationers to make knowledgeable and cost-effective bookings by aggregating complete journey associated info and providing its providers by means of a complicated transaction and repair platform consisting of its cell apps, Web web sites and centralized, toll-free, 24-hour customer support middle.
Egypt’s Ministry of Tourism and Ctrip will launch a joint advertising and marketing marketing campaign to advertise Egypt within the Chinese language market. This marketing campaign marks the beginning of a partnership geared toward connecting Chinese language vacationers to Egypt; by means of this cooperation, Ctrip together with Ministry of Tourism will perform a digital marketing campaign with internet marketing and exact concentrating on options. The goal is to offer vacationers with holistic top-quality services and products.

By way of this partnership, quite a few promotional actions can be carried out in the course of the coming months, together with the implementation of a joint promotion marketing campaign on an important touristic websites and specialised social networking websites in China, particularly the search websites,, Wechat Baidu, in addition to an promoting marketing campaign on the web page devoted to touristic locations.

4- Discovery

It’s the world chief in actual life leisure with 53 community manufacturers reaching over Three billion subscribers in 224 nations and is famend for its award profitable applications.
The partnership of the Ministry of Tourism with Discovery makes use of Discovery’s world community (Discovery Channel-TLC – Journey Channel – Discovery on-line portfolio ) with particular campaigns in Asia, China, Center East ,Europe,Latin America and USA.

The brand new partnership consists of the implementation of a marketing campaign to supply promotional content material for Egyptian tourism globally, the place Discovery will produce promoting and digital content material for Discovery Channel, TLC and Journey Channel throughout Sweden, Denmark, Finland, UK, Germany, Italy, France, Poland, Center East North Africa, South Jap Europe, Russia, India, South East Asia, Japan, Argentina, Brazil, Mexico, USA.
This partnership goals at showcasing the great thing about the nation by means of its various locations “Branding by Vacation spot” and showcasing heat and hospitality of its folks “Individuals to Individuals”; by means of creating and distributing inventive content material in regards to the charming locations of Egypt.

Discovery will put together a sequence of episodes about Marsa Alam and a promotional film about Siwa and the white desert and it’ll depict and produce brief film in regards to the Egyptian Grand Museum “GEM” simply earlier than the opening to the general public, “Daybreak of GEM”

5- Expedia

It is without doubt one of the world’s main on-line journey and reserving manufacturers, which is visited by round 6 million folks worldwide each month. The corporate collaborates with the world’s main manufacturers to offer elevated demand providers and direct bookings.

By way of the brand new partnership between Egypt’s Ministry of Tourism and Expedia a marketing campaign can be launched to advertise Egypt in 5 totally different touristic markets, the USA, UK ,Canada, Italy and Germany. This marketing campaign will run for 12-months primarily based on the seasonal search and reserving system for journey in these markets.

It consists of including customized touchdown pages, that includes bespoke guides and delightful wealthy media content material, together with a bunch of recent digital promoting codecs. Designed to extend reserving demand and lift the profile of Egypt in key worldwide markets, the 2019 marketing campaign will run throughout 11 Expedia Group web sites in 5 nations, specifically Canada, Germany, Italy, UK, and USA.

Marketing campaign messaging focuses on rising consciousness of Egypt, serving to increase the nation is varied tourism locations and shedding mild on the variety of the Egyptian folks. Messaging may also supply a chance to advertise key cultural occasions such because the opening of the Grand Egyptian Museum ‘GEM2020,’ one of many largest museums on the planet.


It’s the inventive expertise arm of Dentsu Aegis Community and a worldwide digital company reworking companies and types by means of the inventive use of digital.
It has 6,500 digital consultants in 85 areas throughout 45 markets in Americas, EMEA and APAC, who ship experience-led transformation, powered by creativity by means of service providing.

The corporate will implement a global technique to advertise Egypt on social media, along with creating digital promotional content material.

Isobar has been chosen because the digital company of file for the Egyptian Tourism Promotion Board (ETPB) and can be driving digital power and model loyalty by way of a bespoke worldwide social, content material, experiential and digital media technique throughout seventeen key markets.

By way of this partnership Isobar will proceed to assist speed up the nation’s tourism progress by delivering personalised experiences and it’ll use a data-driven method to create, distribute, measure and optimise content material tailor-made to native audiences that showcases the wonder, hospitality and journey to be present in Egypt.


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