Egyptian Tourism Authority: Rebounding for inbounding

Amir Adib, Sally Ezzat, Razan El Meligi

The Egyptian Tourism Authority used market-specific communication with experience-led messages to increase the volume of inbound tourism from ancillary markets.

Campaign details

Brand: Egyptian Tourism AuthorityBrand owner: Egyptian Tourism AuthorityLead agency: J. Walter Thompson CairoContributing agencies: Mindshare CairoCountry: GlobalIndustries: Destinations and locationsMedia channels: Content marketing, Online display, Print - general, unspecified, Social media, TelevisionBudget: 10 - 20 million

Executive summary

Egyptian tourism suffered a major blow in 2015 when a Russian airliner took a deep dive into one of the country's top beach destinations, which not only resulted in safety perception issues, but was also followed by travel bans.

Action had to be taken. Egypt needed to...

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