This is Egypt

Campaign Middle East - - FRONT PAGE -

Egypt’s Tourism Au­thor­ity fights against a vis­i­tor slump with a pic­turesque on­line video show­ing drone-shot footage of out­door ac­tiv­i­ties.

A year on from the Sharm el Sheikh air disas­ter and Egypt’s tourist in­dus­try con­tin­ues to suf­fer as vis­i­tor num­bers plum­met. Fight­ing against this crip­pling de­cline and the coun­try’s eco­nomic un­cer­tainty is the coun­try’s tourism au­thor­ity, which has com­mis­sioned its agency of record J. Wal­ter Thompson Cairo to pro­duce an on­line cam­paign invit­ing peo­ple to ex­pe­ri­ence Egypt for them­selves. Set to an up­lift­ing Ara­bic score, the video show­cases a series of cin­e­matic, drone-shot im­ages of every­thing from cliff jump­ing into the red sea to desert quad biking to Egypt’s iconic an­cient her­itage. Re­leased on Facebook, the video has re­ceived 2.9 mil­lion views and 70,000 shares at the time of go­ing to press.

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