The Tourism Ministry launched on Tuesday an expanded partnership with CNN International Network Channel for a global tourism campaign, showcasing the beauty of Egypt.
Addressing the event, Tourism Minister Rania Al Mashat said: “We see even greater potential in this sector, and are therefore partnering with CNN on this multi-platform initiative, peaking during periods of relevant content, to highlight everything that Egypt has to offer on a global stage.”
“By working with CNN we know we are showcasing our country to a highly relevant and engaged audience with the means and passion to travel to new places,” Mashat added.
Meanwhile, Vice President of CNN International Commercial Cathy Ibal said: “This new partnership takes our nation branding work with Egypt Ministry of Tourism to a new level by leveraging the cumulative impact of all CNN platforms, content and technology to ensure that the beauty of Egypt and its people resonates deeply with the right audiences. We look forward to working with Hon. Minister Rania Al-Mashat and her excellency’s team to implement this campaign for maximum impact.”
The main objective of the partnership is to continue and accelerate Egypt’s tourism growth by showing the country’s beauty through its diverse destinations and the warmth and hospitality of its people amongst CNN’s global audience.
The campaign delivers the ministry’s vision of developing a sustainable tourism sector and boosting the number of tourists visiting Egypt.
Today we launch the Ministry of Tourism’s partnership with @CNN for a global tourism campaign showcasing the beauty of #Egypt, its culture & people. Bringing the future into #Egypt’s tourism sector, our legacy, a sector full of history is key in this era of globalization. pic.twitter.com/Xjgur08Zjx
— Rania A. Al Mashat (@RaniaAlMashat) May 7, 2019
The agreement is particularly timely with 2019 being an important year for the country as it hosts the African Cup of Nations and prepares for the inauguration of the Grand Egyptian Museum (GEM) in 2020.
CNN campaign focuses on key audiences ranging from families to independent adventures and business travelers from markets such as Europe, North America, Asia, Africa, and the Middle East.
CNN will continue covering diverse stories about Egypt such as Destination Egypt, which will explore some of the country’s wonders in a new light; #MyEgypt, which will discover Egypt through a seasoned traveller with insider knowledge of the country; and Cairo POV, which looks at how millennial travelers uncover local experiences on their adventures.
Several ministers and state officials attended the event alongside with Dr. Zahi Hawass, the well-famed archaeologist, and Jeremy Jauncey, CEO of Beautiful Destinations.
Jauncey also talked about his partnership with the Egyptian ministry and revealed a new video showcasing new tourist attractions in Egypt, in a contemporary way.