EGYPT

Creative director, Egypt campaign 2019/2020

Following the revolution in 2011, the tourism industry faced a continual steep decline along with negative perception relating to safety and the country being “worth the visit.”

Adding to that was the loss of over 3.5 million Russian tourists annually due to the embargo.

In addition to the perception of lack of safety, Egypt faced other challenges, including a stereotypical view of the product offering in Egypt being only Pyramids and ancient culture and an overall lack of urgency and intention to visit the country.

At the end of 2018, Egypt’s Minister of Tourism hired us to change the narrative on Egypt, address these challenges and change the marketing playbook.

Results: Egypt became the 5th top growing destination in the Nations Brands 2019 index, Egypt tourism revenue went up 28% in fiscal year 2019.

Our “People to People” video received the 2019 UNTWO video award for best tourism video at the UN organization.

Remi Carlioz received Egypt’s Creative award from HE Dr. Rania Al-Mashat, Minister of Tourism, Arab Republic of Egypt.