'This is Egypt' Campaign hits the records with Effie Award

CAIRO – 3 December 2017: “This is Egypt,” a promotional campaign for Egyptian tourism development, won several MENA Effie Award this year due to its notable success at positively impacting tourism in the country.

The campaign won the Gold Effie Award in the Travel, Tourism and Transportation category and the Silver Effie Award in the Renaissance category for promoting tourism and helping the tourism sector’s growth while featuring Egyptian landmarks and tourist attractions with beautiful cinematography.


Blue Lagoon, Dahab, Egypt. April 23, 2013 – Wikimedia/Charlieb4u2

“This is Egypt” campaign was launched in October 2016 through a co-operation between Egyptian Tourism Authority and international advertising agency J. Walter Thompson (JWT) in an attempt to revive tourism in Egypt after the devastating effect of the 2011 revolution.





“We are thoroughly proud to be awarded internationally for promoting our country’s tourism and are hopeful that the tourism sector’s growth will continue to prosper,” said CEO of JWT Cairo, Hany Shoukry.

The Egyptian Tourism Authority and JWT received their awards at the MENA Effie Award ninth edition, held at the Armani Pavilion in Dubai. The Marketing Communications award is considered to be the most significant.

The Effie Award is not the first achievement for the “This Is Egypt” campaign; in September 2017 the video was awarded the Best Promotional Video in the Middle East by the World Tourism Organization at the 22nd assembly in China.