What you need to know about Egypt’s Ministry of Tourism World Cup campaign

Egypt will use social media, billboards, commercial ads and other tools in an ambitious campaign to draw tourism and investment amid the 2018 World Cup

Hana Afifi , Thursday 14 Jun 2018,
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Egypt’s
Minister Rania Al-Mashat speaking in Cairo on Wednesday 13 June, 2018 (Photo courtesy of Ministry of Tourism)

Egypt's Ministry of Tourism will be using various outlets and means during the World Cup to attract attention to Egypt as a tourist destination, Minister of Tourism Rania Al-Mashat announced in a speech on Wednesday night.
 
Sitting in front of a giant blue banner reading “Official Regional Supporter of the 2018 FIFA World Cup Russia,” with the slogan “Egypt — Experience. Invest,” the World Cup logo, #thisisegypt and the tag @experiencegypt, with the Giza Pyramids in the background, Al-Mashat said: “The main tool for promoting tourism is to showcase Egypt as a destination.”
 
An agreement was signed between FIFA and the Ministries of Tourism and of Investment and International cooperation Tuesday in Moscow to promote Egypt as a touristic and investment destination.
 
The FIFA contract gives Egypt the right to have the words “Egypt — Experience, Invest” next to the World Cup logo, promoting Egypt through its various outlets, Al-Mashat — whose media appearances are rare — said.
 
The Ministry of Tourism has been preparing a wider campaign to promote Egypt during the World Cup, well before the FIFA contract, which is an "exclusive, specific part" in cooperation with Ministry of Investment, Al-Mashat clarified.
 
“The Ministry of Tourism will now launch creative, interactive, fun-filled promotions in its bid to woo more visitors to Egypt from all around the world, with a series of social media and digital activity to generate global content,” according to a statement from the ministry.
 
The ministry's campaign comprises of:
  • An updated Egypt tourism website with a microsite for the World Cup that can be accessed at  www.egypt.travel/worldcup
  • In-stadium perimeter moving LED banners with the hashtag #ExperienceEgypt, via FIFA sponsorship rights
  • "This Is Egypt" to be transmitted on giant screens inside all 11 stadiums, also negotiated under FIFA sponsorship rights
  • Snapchat and Facebook "face filters" with the tag @ExperienceEgypt 
  • Giant digital billboards showcasing Egyptian tourist destinations in all 11 Russian cities where the World Cup is taking place
  • Billboards in squares in Germany, Spain, Poland, England, Scotland, and Wales
  • A 30-second commercial to be broadcast at half time during all 64 matches in Russia, Germany, Italy, Ukraine and the UK; a total of 45 hours of promotional activity
  • Inviting social media influencers to promote positive publicity about Egypt
The ministry hopes to reach over two billion people and to inspire them to want to visit Egypt, Ahmed Youssef, who was named head of the Tourism Promotion Authority in April, said.
 
The electronic billboards will be displayed in the following European cities that are main tourism target markets: Berlin, Munich and Frankfurt in Germany, Madrid, Barcelona and Valencia in Spain, Warsaw, Gdansk and Krakow in Poland, and London, Edinburgh and Cardiff in the UK, with commercials in each country’s language.
 
The 30-second commercials will be broadcast on the following channels: Russia’s Match TV and Russia 1, Germany’s Sky Sports and Sky News International, Italy’s Media Set Extra, C5, L1, and C20, Ukraine’s Inter and NTN, and the UK’s ITV1 and ITV4.
 
Egypt’s
 
Minister Al-Mashat promised “a different promotional phase for the Ministry of Tourism” with an engaging approach in communicating with potential tourists, a day before being sworn in to Prime Minister Mostafa Madbouly’s Cabinet, retaining the position she has been filling since January.
 
The ministry’s budget will focus on promoting Egypt at big events where viewership is high.
 
“Our interactive events in Russia and other parts of Europe will give us the biggest international sporting platform to showcase directly with consumers what modern Egypt has to offer, and in a new and appealing way,” Al-Mashat said, according to a press release.
 
The campaign regards every supporter of a national team or viewer of the tournament as a “tourist of tomorrow” for Egypt.
 
The campaign's activities also include "Cheer Like an An Egyptian," a competition on social media that grants 30 football fans anywhere in the world a week-long holiday at an Egyptian destination financed by the ministry, Al-Mashat explained.
 
Winners are those who get the most likes and views on pictures they will post while cheering and using #ThisisEgypt or tagging @experienceegypt.
 
The ministry will distribute thousands of Pharaoh headpieces produced by the ministry that they can use while they cheer and watch the anticipated matches of the World Cup.
 
“As well as supporting the Pharaohs on the field with the country’s sponsorship deal, our social media activation is designed to bring a smile to people’s faces with Egypt qualifying for the finals after a 28-year absence,” Al-Mashat also said, according to a press release.
 
The minister added that the campaign aims at “[showing] to the whole world at the biggest global sporting event that our nation embraces youthfulness, joy and vibrancy.”
 
World Cup 2014 in Brazil was watched by 3.2 billion viewers.
 
“The 2018 finals in Russia are expected to draw in an overseas audience of 5 billion,” according to a press release.
 
Egypt previously qualified for the World Cup in 1934 and 1990.
 
“We have an honorable past, and the present will be even better,” Tourism Promotion Authority head Youssef said.
 
The ministry will not stop at the 2018 World Cup campaign, but will keep building on the outcome of its promotion activities to inspire more people to visit Egypt.
 

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