As travelers become more active in planning their own vacation, the Internet becomes the

primary source of resource to find information about the country they intend to visit. It was clear

that the first destination that we needed to drive people to was in fact not Egypt – but our online

representation of it during ITB.

We created A LIVE FEED, an innovative and interactive platform that channels information

about traveling in Egypt into a single portal.

ITB Visitors were also plugged into social networks via the on-ground event that empowered

them to share their experiences of ITB and extend the reach of Egypt's main tourist hotspots!

This showcased a country which was safely, secure and enjoyable.

Using the online live streaming technology; live feeds of the people, and Egypt's main hotspots were streamed on a large screen at the entrance of the Egyptian booth, confirming that Egypt is safe and secure. Airing was from four prime tourist destinations Cairo, Red sea, Luxor and Aswan. Twitter tickers with inviting messages from Egyptians and Egypt supporters were displayed on the LED screens that were framing the booth's entrances. Visitors were also encouraged to interact by sending in tweets of their own to show their support!

Facebook Campaign Performance:

Date Range: 7/3/2012-11/3/2012

Impressions Delivered: 57,809,409

Clicks Delivered: 12,397

CTR: 0.02%

Reach: 6,148,402

Frequency: 9.4

U/Clicks: 12,113

U/CTR: 0.20%

Google Search Campaign Performance:

Campaign Name: ETA Germany ITB

Impressions Delivered: 117,315

Clicks Delivered: 1,735

CTR: 1.48%

Average Position of Ads: 1.3

Impression Share: 86%

Twitter Campaign Performance:

Total Views: Mentions Viewed by an estimate of: 232,991 people

Total Number of Mentions: 159

Total % of Retweets: 31%