We as a company are highly experienced in working with tourism boards. Most notably, Egypt Tourism approached us to revive the popularity of Egypt as a tourist destination following political issues and negative press which had discouraged visitors to the country. Tourism in Egypt had hit an all-time low as years of unrest saw a drop in tourists from 15 million in 2010 to 6.3 million in 2015.
Egypt Tourism requested a detailed campaign plan from us, targeting an increase in business and sales from a global audience. They were keen to advertise to multiple target markets simultaneously and attach the prestigious and trustworthy reputation of the world-class leagues to their brand image. They aimed to become the tourism destination of choice, remaining at the forefront of consumers’ attention through their heavy presence in the globally-respected leagues.
We proposed to Egypt Tourism that football perimeter advertising in the EPL and La Liga would be the perfect platform to advertise Egypt to a mass audience, especially in La Liga, which uses targeted Digital Billboard Replacement (DBR) technology. With DBR we could promote Egypt Tourism to MENA, South America, Europe and North America.
Advert designs used during the campaign
We worked with Egypt Tourism to create two transition designs to promote their key tourist destinations; Red Sea Riviera and Nile Valley. When the EPL and La Liga season went into the winter months, Egypt Tourism decided to re-vamp their campaign by introducing two new advert designs which included two slogans “Land of the Pharaohs” and “Summer when you choose to.”
Egypt Tourism’s perimeter advertising campaign with us turned out to be a huge success. The global exposure of Egypt Tourism’s campaign grew the profile of Egypt as a tourist destination. Tourism revenue rose from $510 million to $1.5 billion within a year, with numerous industries throughout Egypt benefiting from the increased levels of tourism.