The Egyptian Tourism Authority's new TV and print advertising campaign is set to kick off this month. The campaign, called "The Gift of the Sun," will run throughout Asia, Europe and North America over the next two years. Sun imagery is being used to promote the country's year-round warm weather and the warmth of its people. The new ad campaign convey the country's culture, tradition, modernity and family travel options, highlighting Egypt as a repeat vacation destination in an attempt to change travelers' perceptions of the country as a "once-in-a-lifetime trip."
In conjunction with the campaign, the Egyptian Tourism Authority created a new logo consisting of two hands surrounding the sun, and will introduce a series of marketing programs, including an online program for the travel trade with prizes such as posters, T-shirts and bags. Agents will be able to request a new brochure.
The ETA hopes to double its visitor arrivals from 8 million
in 2004 to 16 million in 2014. In 2005,