Client

Ministry of Tourism and Antiquities, Egypt

Objectives

  • To position Egypt as the ideal winter break destination for international tourists by increasing awareness of its cultural richness, affordability, and safety through a global PR campaign targeting 19 countries.

Tasks

  • Strategic planning and development of a global PR and communications strategy.

  • Execution of media outreach across 19 markets with press releases in 14 languages.

  • Organization of press conferences and interviews at major tourism fairs (ITB Berlin, BIT Milano, WTM London, JTTX Jeddah).

  • Creation of campaign microsite and content adapted to key audience segments.

  • Social media campaign planning and editorial calendars (Facebook, LinkedIn, Twitter, Instagram) in 4 languages.

  • Influencer and stakeholder engagement through trips and off-the-record meetings.

  • Media cooperation and distribution of radio and video news releases across 100+ countries.

  • Trade PR and B2B engagement: newsletters, fam trips, and media briefings.

  • Media monitoring and coverage evaluation.

Target Group

  • B2C: Pensioners, digital nomads, families, couples, honeymooners, golden agers, and young travelers

  • B2B: Tour operators, travel agencies, MICE agencies

Results

  • Over 20 press releases published in 14 languages

  • Coverage secured in outlets such as CNN, BBC, Reuters, Bloomberg, AFP, Die Welt, Le Monde, El País

  • Over 70 journalists attending press events at ITB

  • High-profile interviews secured with Tier 1 media

  • Extensive global broadcast via 500+ TV and 300+ radio stations

Units Involved