Egyptian Ministry of Tourism's New Digital Campaign

Myriam Younes, Director, Business Development
September 5, 2019
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Egypt is one of the world’s most famous destinations, seamlessly blending ancient history, contemporary art, pristine deserts and world-class beaches. In August 2019, we launched an exciting campaign with the Egyptian Ministry of Tourism to showcase Egypt’s many wonders and unique personality.

This latest effort follows our award winning 2017 campaign with the Egyptian Ministry of Tourism, which focused on travelers from UK, Germany, Denmark, Sweden, Italy, and Arabic-speaking travelers. The hugely successful campaign used display placements, PassportAds, and email activity to drive positive room-night and passenger demand across all markets.

The 2019 campaign builds on this success, adding custom landing pages, featuring bespoke guides and beautiful rich media content, and taking it to the next level through a host of new digital advertising formats. Designed to increase booking demand and raise the profile of Egypt in key international markets, the 2019 campaign will run across 11 Expedia Group websites in five countries (Canada, Germany, Italy, UK, and USA) between August 2019 and June 2020.Egytian Ministry of Tourism Digital Campaign Example

Campaign messaging focuses on increasing awareness of Egypt in general, highlights the country’s various tourism destinations, and sheds light on the diversity of the Egyptian people. Messaging will also offer an opportunity to promote key cultural events such as the opening of the Grand Egyptian Museum 'GEM2020,' one of the largest museums in the world.

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This messaging will be delivered to Expedia Group’s audience of 144 million unique monthly visitors around the world, through a range of innovative digital products including responsive marquees, native tiles, and PassportAdsour audience extension product.

The campaign will also use dynamic photographic placements, allowing Egypt to display up to three images within an engaging carousel advertisement, helping inspire travel shoppers to interact with campaign assets.

Egytian Ministry of Tourism Digital Campaign mobile and display example

Egypt has so much to offer visitors and we are thrilled to be working with the Egyptian Ministry of Tourism to help meet the goals of its ambitious tourism program. We aim to drive demand in bookings, but perhaps more importantly, we will help raise awareness of Egypt’s amazing regions and diverse people to our audience of highly engaged, international travel shoppers.

Learn more about how our team works with destinations like Egypt to deliver unique and compelling media experiences across our global travel brands.

Picture of Myriam Younes, Director, Business Development
Myriam Younes
Director, Business Development
Myriam Younes is a director of business development at Expedia Group Media Solutions, where she is responsible for driving business development in EMEA and India. Along with her team, Myriam oversees client business and partnerships for travel brands and non-travel brands, and provides strategic guidance to help them reach audiences across the vast network of Expedia Group travel brands and global sites. Prior to joining Expedia Group Media Solutions in 2012, Myriam worked for JacTravel, where she was responsible for travel agency sales internationally. She has a wealth of international, tourism and hospitality career experience, and has worked with brands such as Atout France, Moroccan National Tourism Board, Egyptian Tourism Authority, Air France, Hilton and Accor. Myriam is a graduate of Toulouse Business School in France, with a Master’s in Management, and currently is based in London.
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