Egyptian Tourism Authority breaks international campaign
By Adnews Staff
The Egyptian Tourism Authority, based in Cairo, has begun a new international advertising campaign called “The Gift of the Sun.” The 24-month campaign will take place in Asia, Europe and North America. The television commercial consists of 10 scenes featuring well-known Egyptian locations that depict an interaction between the sun in the background and the activities in the foreground. The intent is to promote both the year-round warmth of the climate and the friendliness of the people. The campaign also makes use of a new logo consisting of two hands holding the sun. “We are very excited to be launching a new global advertising campaign which we believe truly reflects the many wonderful experiences Egypt has to offer its visitors,” said Zoheir Garranah, Egyptian Minister for Tourism. “We believe the new campaign is our most creative and dynamic yet, and we look forward to welcoming more international visitors to Egypt for many years to come.” The campaign was developed by DDB Travel and Tourism. The commercial will be supported by an online marketing program aimed at the travel industry in 16 international markets, a new brochure in 20 languages and a revised website at <http://www.egypt.travel>.