JWT, the company in charge of promoting Egyptian tourism globally, has completed its promotion plans set to be launched during the World Cup 2018 in Russia. The company is awaiting the draw in December to choose the game most watched to promote the Egyptian destinations during them.
Riham El Sawy, executive director of Mindshare, JWT’s subsidiary, said that the company prepared to set up banners for Egyptian tourism during the World Cup games.
El Sawy told Daily News Egypt that the company has already begun preparing a detailed map of the games and is awaiting the full list of the teams to play in the World Cup to obtain the schedule and the most important games. She noted that the ads will not be limited to the Egyptian national team games, but will also include the most popular matches of all teams. She explained that the budget of these ads is ready.
El Sawy also pointed out that the ban on Egyptian tourism advertisement in Russia will not impact the World Cup campaign, as the ads belong to the FIFA. She said that teams from Mind Share and JWT and the Ministry of Tourism are working on mapping the TV channels that will broadcast the games and learn how to advertise them.
Russia had suspended flights to Egypt following the fall of the Metrojet flight at the end of October 2015. Shortly after, Russia put a ban on advertising Egyptian tourism in Russian squares and streets.
Mostafa Khalil, deputy head of the Egyptian Federation of Tourism Chambers, said in previous remarks that the Egyptian tour operators have began preparing to arrange trips to Moscow following the qualification of the national team to the World Cup in 2018.
The number of tourists arriving to Egypt in the first seven months of 2017 increased by 51.5% reaching 4.3 million, against 2.8 million in the same period of 2016. This realised revenues of $3.5bn.