Egypt’s Ministry of Tourism is embarking on a renewed partnership with CNN in a new ad campaign that showcases the country across TV, digital and social media platforms.
The new partnership between CNN International Commercial and Egypt’s Ministry of Tourism sees both parties working closely together for this wide-reaching campaign, starting in May, to enrapture and excite Egypt’s key audiences around the world.
The objective of the partnership is to continue and accelerate the country’s tourism growth. By showcasing the beauty of the country through its diverse destinations and the warmth and hospitality of its people amongst CNN’s global audience, this campaign is designed to deliver on Minister of Tourism H.E. Dr. Rania Al-Mashat’s vision of developing a sustainable tourism sector and helping Egypt grow visitor numbers as highlighted in the Egypt—Tourism Reform Program (E—TRP).
This partnership is particularly timely with 2019 being an important year for the country as it hosts major events such as the Africa Cup of Nations and prepares for the opening of the Grand Egyptian Museum (GEM) in 2020.
Key audiences ranging from families to independent adventurers and business travellers from key markets such as Europe, North America, Asia, Africa and the Middle East are the focus for the CNN campaign. It will tap into the high interest in travel amongst CNN audiences, 66% of whom are personally interested in travel, with 50% travelling internationally each year.
Innovation lies at the heart of the partnership through the utilisation of CNN’s sophisticated data capabilities and insight to reach these audiences. CNN will leverage its unique scale via TV networks as well as precision targeting across digital and social media to optimise a brand campaign showing the beauty of Egypt, its culture and people across these platforms as TV adverts, native advertising and targeted social media posts using Turner’s Launchpad technology to reach defined audiences.