Project Year: 2013
Project Budget: 250.000 USD
Involvement: Brand Strategy
As the great pyramids have done a lot to put Egypt on the map, they have also pigeonholed the country into a “pyramid only” destination. As this perception is great asset to the Egyptian Tourist Board, it’s at the same time a liability to the country’s other industry sectors.
A strategy was developed to individually brand each of Egypt’s main industry sectors; Sun & Sea, City, Desert and Culture. Culture was also divided into two parts; ‘The Pharaohs of Ancient Egypt’ on one side, and ‘The Egyptian People of Today’ on the other.