ETA launches Arabic campaign
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In a bid to tap into the local market, Egypt Tourism Authority (ETA) recently unveiled a new campaign titled ‘This is Egypt’ (#thisisegypt).
This is a major regional campaign to drive growth in the tourism sector. This campaign will be digitally-led, focusing on peer-to-peer advocacy and digital media spend, while traditional advertising methods will form a secondary promotional level.
The new campaign also specifically targets the Arab traveller from the Middle East region. It is noted that #thisisegypt will harness the power of digital in a region where internet penetration is 5.8% higher at 48.1% than the world average and social media sites such as Facebook play a significant role in 88% of internet users’ daily lives.
Egypt’s minister of tourism Hisham Zaazou said: “We are at a pivotal point in terms of tourism development in the country and the new campaign and branding demonstrates our commitment in attracting travellers from our sister Arab countries to discover our beautiful country.”
The campaign will highlight Egypt’s destinations into four main geographic attractions: the Nile Valley, Red Sea Riviera, White Mediterranean and Western Desert. The four destinations will be promoted across different audiences and seasons based on each of the targeted markets’ unique attraction points.
The three-year campaign will focus on attracting and engaging diverse audiences, with a focus on millennials who are driven by personal experience, passion and adventure.
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