Egypt Tourism Authority is embarking on a new global brand partnership with CNN to raise awareness of the country’s appeal to travellers from all over the world.
The advertising and sponsorship campaign, established by CNN International Commercial (CNNIC), spans CNN TV and digital platforms and is powered by data targeting and insight to ensure that creative content solutions reach Egypt Tourism Authority’s key audiences. The campaign is primarily tailored to reach younger adults and CNN audiences with children who would be drawn to the wide range of leisure, cultural and culinary experiences of visiting Egypt.
The partnership starts this month with Egypt Tourism Authority sponsoring the high-profile Weather Watch report airing on CNN International’s EMEA feed throughout every day. Brand exposure around this key segment for CNN’s travel audience includes iconic images of Egypt being featured plus the logo for the country’s brand campaign Egypt, Where it all Begins. The sponsorship extends to CNN Digital, with Egypt Tourism Authority being the exclusive advertiser on the Weather Watch digital page outside of the US.
Building on this exposure, CNNIC’s branded content studio Create will travel to Egypt and produce a bespoke commercial to air on CNN International later in 2017 as well create tailored assets to run across CNN Digital. The digital advertising and sponsorship will be targeted to reach audiences interested in Egypt and particularly those with families and young children.
“Today’s announcement is another solid step in our journey to build on our foundation in markets abroad, through a trustworthy reputable media establishment such as CNN,” said H.E YehiaRashed, Egypt’s Minister of Tourism. “This partnership will help us fully achieve our international promotional strategy by giving us an innovative outlet with a reliable foundation, in a modern diverse market.”
“Egypt Tourism has been a trusted partner for many years, and we are delighted to welcome the country back onto CNN with this unique campaign,” said Rani R. Raad, President, CNN International Commercial. “This highly strategic sponsorship and branded content campaign is timed to take place as Egypt tells the world it is open for business as a diverse and appealing tourism destination. It also demonstrates smart brand alignment, positioning the country alongside Weather Watch, a key moment in the CNN schedule and digital site where our audiences are particularly engaged in looking at destinations from around the globe.”