The Egyptian Tourism Authority revealed its new worldwide television and print advertising campaign titled ‘The Gift of the Sun’. Launching this month, The Gift of the Sun campaign, is to be rolled out across Asia, Europe, and North America over the next 24 months, building on the success of the Red Sea Riviera and other campaigns, which were key factors in helping Egypt welcome a record 8.6 million visitors in 2005.
H.E. Mr. Zoheir Garranah, Egyptian Minister for Tourism, commented “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. 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.”
In creating the commercials, the overall objective was to create an interaction between the sun in the background and the activity in the foreground to communicate not only Egypt’s year-round sunshine, but also highlight the warmth and friendliness of its people.
The TV commercial is comprised of a set of 10 individual scenes, each depicting different elements of Egypt, from sunrise to sunset. The new television commercial features ten iconic Egyptian images ranging from the Pyramids at Giza to sunset felucca cruises on the Nile, as well as featuring Cairo’s bustling Egyptian souks and the country’s stunning desert landscapes and magical underwater reefs. Destinations/attractions featured are Abu Simbel Temple; Giza Pyramids; the Nile at Aswan; Mena House Golf Course; Soma Bay Sheraton beach resort; Kan el Khalili souk in Cairo; the desert near Hurghada; Dolphins Bay in Marsa Alam (for underwater filming).
The commercials present both leisure and cultural aspects of the country, mix modernity with tradition and show images of couples as well as family activities. The sun is a key element in all of the visuals and is designed to appeal to a wide consumer audience, ranging from couples to families. The campaign also aims to shift the traditional ‘once in a lifetime trip’ perception of Egypt, by positioning it as a year round destination offering a diverse range of holiday options and experiences.
To reflect the key elements of the advertising imagery, the Egyptian Tourism Authority has also developed a new logo—comprising of two hands offering up the sun, this colourful and striking image is symbolic of how Egyptians feel about welcoming their international visitors.
The creative was devised by the Egyptian Tourism Authority’s global advertising agency DDB Travel and Tourism and directed by celebrated French film director Michel Meyer of Blue Marlyn Productions. Meyer is best known for the highly successful Rolex campaign, as well as his impressive portfolio of international campaigns and work.
A full complement of multi-media travel trade activity has also been developed to sit alongside the campaign. A wide-ranging marketing programme will be implemented to coincide with the launch, including an online programme targeting the travel trade across 16 international different markets, supported by branded merchandise and give-a-ways including posters, t-shirts, bookmarks, pens and bags. A new 36 page brochure, available in 20 languages, has also been produced to provide additional information for tourists.
Egypt’s consumer website ( http://www.egypt.travel ) has also been revised to reflect the new imagery and now offers even more details on what to do and see in this fascinating destination.