Co-creating Egypt’s New Global Brand Strategy & Go-to-market Plan
Egyptian Tourism Authority
Destination: Egypt
Engagement: 2021
COVID-19’s devastating impact on inbound tourism and a demonstrated shift toward modern travel experiences called for a review of how Egypt was positioned in the market in order to stay relevant to travel consumer needs and future proof the destination’s tourism economy.
The Egypt Tourism Authority commissioned Twenty31 to conduct a holistic refresh of its brand and associated product and experience offerings, with the ultimate goal of ensuring, invigorating, and reimagining tourism for Egypt’s future.
Discovery
We developed a methodology using advanced statistical analysis techniques to measure and track Egypt’s competitive brand standing and market resonance, using input data collected from an online survey with representative samples of travel consumers in 12 major outbound markets. Real-time digital and social media analysis contextualized the results and supported the identification and profiling of consumer segments.
Brand strategy development
As an initial analysis step we mapped the linkages between destination attributes and overall country reputation and tourism brand standing. We then determined meta messages and brand positioning to effectively target profiled segments. This informed the creation of a brand story and development of an activation roadmap.
Media engagement
We then identifed marketing platforms, travel trade partners, and public relations opportunities and introduced the Egypt team to award and event organizations at Skift, the Pacific Asia Travel Association, Travel Weekly, and mainstream travel media.
Brand assessment
Our quantitative and qualitative brand audit provided a baseline for developing Egypt’s comprehensive new brand strategy.
As a result of this engagement, Egypt gained clarity and alignment on the vision for its tourism economy and acquired a refined, well conceptualized brand identity that’s increasing awareness of Egypt as a tourism destination among defined travel consumer segments and travel trade.
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Co-creating Egypt’s New Global Brand Strategy & Go-to-market Plan
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