LIVE STREAMING EGYPT by J. Walter Thompson Cairo for EGYPT TOURIST AUTHORITY

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LIVE STREAMING EGYPT

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Industry Destinations (Countries & Places)
Media Case study
Market Egypt
Agency J. Walter Thompson Cairo
Released January 2013

Awards

Dubai Lynx 2013
Media BUSINESS EQUIPMENT & SERVICES BRONZE

Credits & Description

Client EGYPT TOURIST AUTHORITY
Product EGYPT
Entrant JWT CAIRO, EGYPT
Type of Entry: Media: Product/Service
Category: BUSINESS EQUIPMENT & SERVICES
Title: LIVE STREAMING EGYPT
Product/Service: EGYPT
Entrant Company : JWT CAIRO, EGYPT
Advertising Agency : JWT CAIRO, EGYPT
Media Agency : JWT EXPERIENCE Cairo, EGYPT
Name Company Position
Rasha Georgy Jwt Cairo Business Director
Aref Fakhrouy Jwt Cairo Account Manager
Nadia Hegazy Jwt Cairo Sr. Account Executive
Shaimaa El Hout Jwt Cairo Account Director
Ahmed Helal Jwt Cairo Digital Project Manager
Ibrahim Isalam Jwt Cairo Associate Creative Director
Mohamed Galal Jwt Cairo Sr. Activation Manager
Results and Effectiveness:
Facebook: Clicks Delivered: 12,397 Reach: 6,148,402 Frequency: 9.4 Twitter: Mentions viewed by an estimate of:232,991 people
Creative Execution:
As travelers become more active in planning their own vacation, the Internet becomes the primary resource of finding 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 concentrates information about holidaying in Egypt onto 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 hot spots! This showcased a country which was safely, secure and enjoyable.
Insights, Strategy and the Idea:
After the security implications as a result of the 25 January Revolution The Egyptian Tourism Authority wanted to re-brand itself as a country destination known for its concentration of diverse offerings and experiences, as well as to connect emotionally with potential visitors in the digital space. ETA aims to increase website traffic & visitor arrivals to Egypt during ITB 2012 and provide ITB visitors a seamless digital experience. This experience is about showcasing the experiences of Egypt live rather than dictating them.