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