Pan-European Campaign for the Tourism Destination Malta in Germany, UK, France, Netherlands, Italy, Spain, Norway, Russia

Client

Ministry of Tourism and Antiquities, Egypt

Objectives

To position Egypt as the ideal winter break destination for international tourists by increasing awareness of its cultural richness, affordability, and safety through a global PR campaign targeting 19 countries.

Tasks

  • Strategic planning and development of a global PR and communications strategy.

  • Execution of media outreach across 19 markets with press releases in 14 languages.

  • Organization of press conferences and interviews at major tourism fairs (ITB Berlin, BIT Milano, WTM London, JTTX Jeddah).

  • Creation of campaign microsite and content adapted to key audience segments.

  • Social media campaign planning and editorial calendars (Facebook, LinkedIn, Twitter, Instagram) in 4 languages.

  • Influencer and stakeholder engagement through trips and off-the-record meetings.

  • Media cooperation and distribution of radio and video news releases across 100+ countries.

  • Trade PR and B2B engagement: newsletters, fam trips, and media briefings.

  • Media monitoring and coverage evaluation.

Target group

  • B2C: Pensioners, digital nomads, families, couples, honeymooners, golden agers, and young travelers

  • B2B: Tour operators, travel agencies, MICE agencies

Results

  • Over 20 press releases published in 14 languages

  • Coverage secured in outlets such as CNN, BBC, Reuters, Bloomberg, AFP, Die Welt, Le Monde, El País

  • Over 70 journalists attending press events at ITB

  • High-profile interviews secured with Tier 1 media

  • Extensive global broadcast via 500+ TV and 300+ radio stations

Units Involved