With a directive to increase travel search interest to Egypt earlier this year, the Egyptian Tourism Authority (ETA) knew they needed to look beyond done-and-dusted ideas to drive results. So they turned to the country’s sunny disposition for inspiration.
“Egypt’s abundant sunshine is something not every country is lucky enough to have, so we wanted to make it the star of the show,” Amr El-Kady, chief executive officer of ETA, says.
“But for our campaign to be impactful, it had to do…