Egypt Tourism Authority
Transforming one of the most legendary travel brands in the world from a “bucket-list” to a “to-do-list” destination
Our strategy team was able to analyze search trends, perform an in-depth comprehensive competitive audit, track social listening and create an ambitious global study to better understand perceptions of Egypt’s destinations. From these artefacts, we were able to identify that there’s a mystery to Egypt that no other destination can deliver, we should lead with realistic and authentic creative, and that a single, unifying platform is the right approach to creative branding and messaging.
Through the campaign creative we wanted to change the narrative:
Hostile and unsafe → to friendly and vibrant
From overwhelming → to a country with soul
From History lesson → to a powerful immersive experience
From camels and pyramids → to an abundance of options
Responsibilities
Design Strategy
Creative
Art Direction
Branding