Follow the Sun Campaign Wins Best Travel Ad of May

Launched by the Egyptian Ministry of Tourism and Antiquities, represented by the Egyptian Tourism Promotion Board (ETPB) in mid-March, the Follow the Sun ad campaign was named the best travel ad of May 2022 in Europe, the Middle East, and Africa, according to global platform AdColony , one of the largest ad networks in various mobile applications.

“Follow the Sun” is an e-campaign launched by the Ministry of Tourism and Antiquities in March on CNN’s global TV channel and social media platforms including Facebook, YouTube, TikTok and Snapchat to promote Egyptian tourist destinations.

The campaign targets the United States of America, the UK, Germany, France and Italy. The campaign is part of the implementation of a media strategy to promote tourism in Egypt, which aims to draw attention to the Egyptian tourism destination and its distinctive and diverse tourism and archaeological components. Both with its young, vibrant identity and attractive tourist destination, the visitor wants to stay there for a long time, with a return visit every year.

Amr Al-Qadi, CEO of ETPB, explained that the campaign has achieved great success and unprecedented performance on the AdColony platform, noting that it reached over 6.5 million app users and reached nearly 5.2 million total views.

The campaign film reached a total viewing rate by the end of approximately 95%, while the worldwide average total viewing rate is 80%, and the campaign engagement rate reached 22%, while the global average engagement rate is 10%.

It is worth noting that this campaign gained nearly 68.6 million views on social media in the target countries and reached almost 495.3 million users.

The campaign also contributed to a 121% year-over-year increase in e-search for tourism and travel to Egypt, as those figures increased 134% in the UK, 212% in Germany, 262% in Italy and 110% in France. with last year.

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