International news: Egyptair hires Global Advertising Strategies
By Adnews Staff
Egyptian airline Egyptair has retained Global Advertising Strategies of New York as its advertising agency of record for North America. The agency will develop a rebranding campaign for the airline and conduct a marketing program intended to promote the company's flights to the Middle East and Africa, as well as its recently-upgraded fleet of aircraft and its in-flight experience. The campaign will be aimed particularly at expatriates living in the United States. The campaign will include print advertising in consumer and trade publications, as well as ethnic print and online news outlets. Out-of-home advertising will also take place in neighborhoods inhabited predominantly by the airline's demographic. The creative features branded double-decker buses in New York City as well as video displays in Times Square. "Global's travel marketing expertise, their knowledge of the markets and target audience as well as understanding of cross-cultural marketing has assured us of a successful campaign outcome," said Sameh Helmi, North American regional manager for Egyptair.