Tourism is a resilient sector that tend to show a significant capacity to rebound after a crisis situation as events such as man-made or natural disasters have shown. So it’s important to develop appropriate response and recovery plans for the sector, and given time and the right conditions, it is likely to bounce back again.

Egypt’s attractions are diverse – ranging from unique archaeological sites, to sandy beaches and cultural festivals, to desert trekking.

This breadth in the tourism offering has helped the country develop into one of the most prominent destinations in the region.

In order to highlight the creative assets, the chosen media privileged the visuals maximizing at the same time a low level of budget.

Fully wrapped buses and trams in Rome and Milan city center, digital screens in airports, undergrounds and buses, Out of Home is the effective medium in terms of impact and capability of grabbing the attention of an audience in motion.

Travel and women’s Magazines, using diverse and inspiring images with impactful formats.

High coverage Internet campaign with extensive use of video.

Digital plan has run on desktop and mobile devices from November to December 2016, focused on travel networks and local vertical websites triggering users.

Native advertising was involved to engage users in their area of interest.

Mobile was used to keep up with the rising trend in Italy.

Overall, impactful formats and eye catching visuals were utilized

across all sites for generating awareness and traffic to the Landing Page.

To evaluate the effectiveness of the campaign we have run a pre and post test survey (advertising recall, ranking of the preferred destinations and country’s perception).

Results are positive: the integrated campaign has improved the perception and Egypt ranks among the top preferred holiday destinations. Egypt is considered an interesting country offering culture and sea, at an affordable price.

In terms of advertising recall, the survey has shown in post an increase of about 4 points.

Concerning media results, the digital plan over-delivered with impressions, clicks and CTR all surpassing forecasts.

Also Client’s feedback is positive with recovery signals in the Red Sea area during the Christmas holidays.