Egypt unveils JWT tourism promotional campaign on Oct. 31

Egyptian Ministry of Tourism is to hold a press conference next Saturday to announce the details about the promotional campaign to promote Egyptian tourism industry internationally.

The campaign is set to start at the beginning of November 2015, Hisham Zaazou – tourism minister- told Amwal Al Ghad on Thursday.

J. Walter Thompson JWT, the world’s best-known marketing communications brand, has won a bid to promote Egyptian tourism industry for the next three year.

JWT was among the WPP consortium that has organised the New Suez Canal opening ceremony.

The minister asserted that tourism ministry targets achieving 10-15 percent growth rate in the numbers of tourists and revenues in 2016; 11.5-12 million tourists and revenues estimated at US$8.5-9 billion.

He emphasised that the promotional campaign is crucial for Egypt’s tourism movement as it has witnessed a sharp decline within the last few years.

The campaign will start from London tourism bourse with the title “This is Egypt” using the photos of some international public figures such as Morgan Freeman and Yanni who visited Egypt recently.

The Chairman of the Egyptian Tourism Authority (ETA) Samy Mahmoud previously told Amwal Al Ghad that the cost of the promotional campaign for three years in 27 touristic markets is estimated at US$68 million.

Furthermore, JWT has made the best financial and technical offers for the campaign, Mahmoud clarified.

JWT’s offer was to promote Egypt for the coming three years with the cost of US$22 million per a year.