Egypt will be the first Arab country to be hosted as the Country Partner at the ITB Berlin 2012 trade show from March 7-11. A comprehensive marketing strategy has been developed to promote Egypt's diverse tourism offerings to the large German and international audience. Egypt's pavilion will cover 2,526 square meters and feature displays of Egyptian culture and handicrafts. The event will launch Egypt's new tourism advertising campaign sending a message of peace and hospitality.

1. EGYPTIAN TOURISM PROMOTION AUTHORITY
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EGYPT COUNTRY PARTNER
in ITB Berlin 2012
Egyptian tourism will be witnessing a prime been developed to maximize coverage
event during 2012, as Egypt has been named and promotion, before, during and after
Country Partner in the ITB Berlin 2012, which the event. The marketing approach, in
will take place during the period from March collaboration with German Tour Operators,
7th to March 11th, 2012. Egypt will be the includes intensive advertising campaigns
first Arab Country to be hosted as a Country through non-conventional and conventional
Partner in the ITB Berlin. advertising channels, as well as a public
relations strategy that has been launched
The ITB Berlin hosts around 170,000 visitors, since the beginning of 2011. The campaign
and is considered the largest international focused on wide participation in all major
congregation for experts in the tourism touristic and cultural events, the launching
industry.This prime event provides Egypt with of press conferences and workshops.
an ideal platform and a unique opportunity
to present its diverse touristic portfolio , which In 2011 and during the first months of 2012,
makes it one of the world’s most attractive the Egyptian Tourism Authority has, and will
holiday destinations all year round to the promote Egypt as a country partner in the
German and international markets . ITB Berlin in all exhibitions and international
forums, such as the IMEX held in Germany
In this respect, a marketing strategy has in May 2011, and the WTM held in London
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2. in November 2011. Besides, a promotional of advertising to support Egypt’s media
campaign for the event is set on the official presence, starting January 2012.
website of the Egyptian Tourism Authority”
www.egypt.travel” and also through various Also, The Egyptian Tourism Authority will
social networks. be organizing several events, in Egypt
and Germany, to promote this important
Furthermore, the Egyptian Tourism Office occasion, which includes a press conference
in Frankfurt has been participating in on the 20th of December to announce the
all important events taking place in the event, and will also sponsor a number of
various cities of Germany, especially the artistic events such as the concert of Sama3
Tutankhamen exhibition in Wiesbaden held Band to be held in January in one of the
in June 2011, the World Equestrian Festival churches in Berlin, whereby a message of
held in August 2011, the Berlin International love and peace will be sent from Egypt
Economics Conference held in September to the whole world. A second press
2011, the Global Forum for the Development conference will be held in Berlin in February
and Enhancement of Communication 2012 to promote Egypt as a key partner in
between the air carriers and airports in ITB, besides other cultural and artistic events,
October 2011, as well as, the 4th Annual confirming Egypt’s presence as a prime
Golf Tournament, initiated in Germany touristic destination.
and was ended in Hurghada, Egypt, with a
closing ceremony at Habo Temple in Luxor On another note, Egypt’s Pavillion will be
in December 2011, in the presence of a held at Hall No. 23A of the International
huge media coverage. The Egyptian Tourism Congress Center in Berlin in an area covering
Office in Frankfurt, also exploited all major 2526 m² with the participation of 120 travel
events held by the German Chamber of agencies and hotels. The “Unique Fusion
Commerce to promote this event , as well “and “All-Round Welcome” will be the
as other cultural activities across Germany. main themes further expressed through the
design of the Egyptian Hall where the Ankh
Over and above, intensive advertising iconic symbol of life, one of the Pharaonic
campaigns, aiming the Trade sector, were icons of ancient Egypt will be the consistent
launched in major German publications visual cue for Brand Egypt in the ITB, over
specialized in tourism and travel, as well and above exhibiting touristic products in
as, organizing a number of trips for major Egypt and a model of an Egyptian bazaar
German tour operators and travel agents, will be set, displaying handicrafts products
perhaps the most important was a trip and folkloric activities, to reflect the true
in cooperation with the Turkish Airlines in Egyptian spirit, offering tourists a unique and
Germany and with Sun Express for charter lively experience of an old Egyptian souk.
flights.
The event will also witness the launch of
In terms of advertisement aiming the the new advertising campaign, “We Are
public, the Egyptian Tourism office in Egypt,” a message of peace and hospitality
Frankfurt prepared an intensive campaign to sent by the people of Egypt to the whole
cover the fair before, during and after, using world, inviting them for an unforgettable
all traditional and non-traditional means experience.
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