The “Follow the Sun” promotional campaign, launched by the Ministry of Tourism and Antiquities, represented by the Egyptian Tourism Promotion Board (ETPB), in mid-March, was named the best tourism advertisement for May 2022 in Europe, the Middle East, and Africa, according to the global AdColony platform, one of the largest advertising networks on different mobile applications.
“Follow the Sun” is an electronic campaign launched by the Ministry of Tourism and Antiquities in March on the global TV channel CNN and on the social networking sites including, Facebook, YouTube, TikTok, and Snapchat, to promote the Egyptian tourist destinations.
The campaign targets the United States of America, the United Kingdom, Germany, France, and Italy. The campaign is part of the implementation of the media strategy to promote tourism in Egypt, which aims to highlight the Egyptian tourist destination and its distinct and diverse tourist and archaeological components. And its young, vibrant identity, and as an attractive tourist destination, the visitor wants to stay there for a long time, with a repeat visit every year.
Amr Al-Kady, CEO of ETPB, explained that this campaign achieved great success and unprecedented numbers on the AdColony platform, noting that it reached more than 6.5 million users of the application, and achieved nearly 5.2 million full views.
The campaign movie achieved full viewership rates to the end of about 95%, while the average rate of full views globally is 80%, and the interaction rate with the campaign reached 22%, while the global average for the interaction rate is 10%.
It is worth noting that this campaign succeeded in achieving nearly 68.6 million views on social networking sites in the targeted countries, and reached nearly 495.3 million users.
The campaign also contributed to an increase in the rates of electronic search for tourism and travel to Egypt on the Internet by 121% compared to the same period last year, as these rates increased in the United Kingdom by 134%, in Germany 212%, Italy 262% and France 110% compared to last year.
