To challenge the global perception and put Egypt back on the tourist map, we launched a campaign that challenged Egyptians, not the media, to show us the beauty of their country and show us they did.
We recruited local photographers and artists and gave them a simple task; shift the world's perspective on Egypt. Our campaign tag reached 80,000+ posts in a matter of weeks. We then used content submitted to our campaign tag to be showcased through TV, OOH, and digital; all with zero media spend.
UN World Tourism Award
2x Silver Lynx
1x Bronze Lynx
*Also I was in Egypt for a month so that was sweet.