Egypt, historically, has been one of the most visited destinations of the MENA region due to the length and breadth of attractions it offers, from the pyramids to the beaches to deserts. Due to the political unrest in the country in 2011, Egypt’s tourism was negatively impacted, leading the country to lose out on millions in tourism & hospitality revenue.

entourage being a brand marketing agency, was tasked with rebuilding the Egypt tourism brand in 2014. The idea was to bring back the Arab tourists to Egypt, as the destination offers rich cultural experiences that are close to every Arab individual’s heart.

In 2014, we launched an integrated marketing campaign with the theme of ‘Misr Wahastoona’ (Egypt Misses You!), a concept that resonated with the region on an emotional level. We produced a full advertising campaign including an award-winning TVC capturing the essence of Egypt. The campaign was boosted by strategic media planning and buying in 9 Arab countries, including offline and online ads, content sponsorships, PR and social media campaigns, including the participation of the Ministry of Tourism Egypt at the Arabian Travel Market (ATM) in Dubai.

As the Misr Wahastoona campaign picked up steam and started showing an actual impact on tourism numbers, we launched another campaign in 2015 – ‘Misr Orayba’ (Egypt is close), with the theme that Egypt is at the heart of the region and is also holds a special place in the heart of every Arab individual. Our team did a stunning photoshoot across the key destinations in Egypt and produced four cuts of the famous Misr Orayba TVC, which we made go viral. The campaign lasted for an entire year and was well received by the media, who attended the campaign launch event in the presence of the Minister of Tourism, Egypt, and well know celebrities from the region.

Within the span of two years of the campaigns, tourism numbers in Egypt surged, bringing back the revenues and more importantly, the tourists to the country.

As a result of that, entourage won the Effie Awards MENA in 2015 for the Best Integrated Campaign for Misr Wahashtoona.

SCOPE: Concept creation & creative development | TVC production | media planning & buying | content sponsorships | public relations | social & digital media planning and implementation | on-ground activation | event planning & management | Online & offline media buying

72%

increase in tourism
in 2 years

$ 3.9B

revenue generated in 2 years

10M +

tourists
in 2 years

1B +

online and offline media impressions

Sponsored

major Ramadan
TV programs in 2014-2015