Egypt’s Ministry of Tourism & Antiquities cooperates with CNN International to screen 'Follow the Sun' promotional campaign

CAIRO – 14 April 2022: Egypt’s Ministry of Tourism and Antiquities represented by the General Egyptian Authority for Tourism Promotion is cooperating with CNN International to screen the ministry’s promotional campaign “Follow the Sun”.

The promotional campaign “Follow the Sun” started screening on CNN International on April 12. The ministry had launched this campaign in mid-March on social media platforms in a number of the targeted countries. 

CEO of the General Egyptian Authority for Tourism Promotion Amr el-Kady indicated that CNN International is one of the most important international television networks that has hundreds of millions of viewers.

Kady said that CNN International offers a variety of content including reports, news and material specialized in many fields, including tourism and travel, pointing out that he had previously cooperated with the network in promoting the Egyptian tourist destinations, proving its efficiency. 

Assistant Minister of Tourism and Antiquities for Promotion Lamia Kamel explained that this campaign came to light thanks to Egypt's media strategy for tourism promotion, which aims to highlight the country's tourist destinations, its distinguished and diverse tourism and archaeological components, and its vibrant identity, which is attractive to many tourists.

Two weeks after its launch in mid-March, this campaign achieved an increase in online search rates for the Egyptian tourist destinations via Google by 102 percent compared to 2021 in the targeted markets of the campaign, which are the United Kingdom, Germany, Italy, France and the United States of America.

The campaign also reached more than 26 million users in the targeted markets and achieved more than 22 million views on YouTube. The campaign was launched on the most used social media platforms in these markets namely YouTube, Facebook, TikTok, Snapchat and AdColony.