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"This is Egypt" promotional video wins top award

A promotional video created to encourage tourism to Egypt recently won a major award. The "This is Egypt" video won the Best Tourism Promotional Video in the Middle East at the General Assembly of the World Tourism Organization. The video has not been without its critics, but many people praise the video for its selection of footage.

"This is Egypt" promotional video wins top award

The “This is Egypt” promotional campaign won the Best Tourism Promotional Video in the Middle East at the General Assembly of the World Tourism Organization (WTO) in China, beating out 63 other contestants.

The video highlights Egypt’s diverse attractions, including historical sites such as the pyramids and Pharaonic temples, as well as the country’s nightlife. The video—a 1:20 minute-long promo—sheds light on a number of unique scenic views from touristic cities that characterize Egyptian tourist destinations and activities, including cultural, marine and entertainment tourism.

Egypt participated in the World Tourism Organization competition for the 2017 best promotional video, with its latest project, entitled “This is Egypt” entering in the People’s Choice Award category at the 22nd round of WTO General Assembly in the Republic of China.

The ministry signed a three-year contract with advertising agency J. Walter Thompson worth $66 million, to promote tourism worldwide and improve Egypt’s image in 27 tourism markets. Last year, then-Minister of Tourism Hisham Zaazou launched the #ThisIsEgypt campaign as well as a promotional video designed to bring tourists back to Egypt.

In recent years, the country has been striving to overcome the effects of the crash of a Russian jetliner over the Sinai Peninsula, which killed everyone on board, leading to the banning of flights to Sharm al-Sheikh by Russia, Turkey, and the UK.

The first video met with mixed reactions, however, with some pointing out that it was not truly representative of “the real Egypt” while others praised the video’s selection of footage given the campaign’s agenda.

The first video was geared towards Egyptians and encouraged them to “experience Egypt” and use the #ThisIsEgypt hashtag on social media, while the second video caters to the foreign travellers that Egypt is trying to attract once again.

The Tourism Promotion Authority launched a campaign in July to promote Egyptian tourist destinations through Trip Advisor, the world’s most famous travel and tourism website, in five tourist markets—namely, England, Italy, Germany, Sweden, and Denmark, the Ministry of Tourism said in a statement. The campaign launched on Trip Advisor features promotional content of all Egyptian tourist destinations.

Egyptian tourist officials also have plans to run for Trip Advisor’s competition on the best tourist destination in the world.  

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