May 07, 2019
The Arab Republic of Egypt's Ministry of Tourism is embarking on an expanded partnership with CNN in a global tourism campaign that showcases a contemporary Egypt across an innovative mix of TV, digital and social media platforms.
The new partnership between CNN International Commercial (CNNIC) and Egypt's Ministry of Tourism sees both parties working closely together for this wide-reaching campaign, starting in May, to enrapture and excite Egypt's key audiences around the world.
The objective of the partnership is to continue and accelerate the country's tourism growth. By showcasing the beauty of the country through its diverse destinations and the warmth and hospitality of its people amongst CNN's global audience, this campaign is designed to deliver on Minister of Tourism H.E. Dr. Rania Al-Mashat's vision of developing a sustainable tourism sector and helping Egypt grow visitor numbers as highlighted in the Egypt-Tourism Reform Program (E-TRP). This partnership is particularly timely with 2019 being an important year for the country as it hosts major events such as the Africa Cup of Nations and prepares for the opening of the Grand Egyptian Museum (GEM) in 2020.
Key audiences ranging from families to independent adventurers and business travellers from key markets such as Europe, North America, Asia, Africa and the Middle East are the focus for the CNN campaign. It will tap into the high interest in travel amongst CNN audiences, 66% of whom are personally interested in travel, with 50% travelling internationally each year*.
Innovation lies at the heart of the partnership through the utilisation of CNN's sophisticated data capabilities and insight to reach these audiences. CNN will leverage its unique scale via TV networks as well as precision targeting across digital and social media to optimise a brand campaign showing the beauty of Egypt, its culture and people across these platforms as TV adverts, native advertising and targeted social media posts using Turner's Launchpad technology to reach defined audiences.
To increase engagement with CNN's audiences, advertising will be placed adjacent to relevant content such as CNN Travel on digital platforms, using first-party data to reach specific segments and engage with CNN's audiences showing interest in editorial content about Egypt. CNN's continued commitment to covering diverse stories about global destinations will continue with a range of truly inspirational CNN digital and TV programming about Egypt such as Destination Egypt, which will explore some of the country's wonders in a new light; #MyEgypt, which will discover Egypt through a seasoned traveller with insider knowledge of the country; and Cairo POV, which looks at how millennial travellers uncover local experiences on their adventures.
The diversification of marketing and media platforms, a key pillar of the Egypt-Tourism Reform Program, contributes to the changing narrative of the sector. The combined appeal of the beauty of Egypt and warmth of our people is the foundation of the significant growth in our country's tourism, said H.E. Dr Rania Al-Mashat. We see even greater potential in this sector, and are therefore partnering with CNN on this multi-platform initiative, peaking during periods of relevant content, to highlight everything that Egypt has to offer on a global stage. By working with CNN we know we are showcasing our country to a highly relevant and engaged audience with the means and passion to travel to new places. Moreover, bringing the future into Egypt's tourism sector, our legacy, a sector full of history is key in this era of globalization.
It excites me when we evolve a long-term relationship with a key partner into new and innovative areas, said Cathy Ibal, Vice President, CNN International Commercial. This new partnership takes our nation branding work with Egypt Ministry of Tourism to a new level by leveraging the cumulative impact of all CNN platforms, content and technology to ensure that the beauty of Egypt and its people resonates deeply with the right audiences. We look forward to working with Hon. Minister Rania Al-Mashat and her excellency's team to implement this campaign for maximum impact.
* Global Web Index (GWI) Q4 2017 - Q3 2018 (39 Markets)
Most recent headlines
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
28/11/2025
Nadia Fall attends the 2025 Sundance Film Festival premiere of Brides at the Egyptian Theatre on January 24, 2025, in Park City, Utah. (Photo by Donyale West/...
28/11/2025
It's easy to ignore those little red update available badges. But when it ...
28/11/2025
WASHINGTON Federal Communications Commission has released a tentative agenda for the December Open Commission Meeting scheduled for Thursday, December 18, 2025 ...
28/11/2025
The Professional Fighters League is looking to super-serve fans of mixed martial...
28/11/2025
Fubo has released in beta on select Roku devices a new feature that lets users display up to four simultaneous streams at once....
28/11/2025
The WNBA playoffs and Week 4 of the NFL regular season highlight the list of live sports events airing on television this weekend....
28/11/2025
The 32nd class of honorees to the B+C Hall of Fame took to the stage at New York's Ziegfeld Ballroom on September 26 for a gala induction event. Click below...
28/11/2025
We hold in our hands the very last Next Text for Next TV, the weekly back-and-fo...
28/11/2025
DirecTV said it made a deal with EchoStar to buy EchoStar's video businesses, including satellite-TV provider Dish TV and virtual MVPD Sling TV, for $1 plus...
28/11/2025
The Broadcasting+Cable Hall of Fame, the premier industry event paying tribute to the influencers, innovators and shining lights of broadcast, cable and streami...
28/11/2025
Friday 28 November 2025
Sky Sports x Slawn drop limited-edition football jersey...
28/11/2025
Rohde & Schwarz shows resilience in a challenging environment, revenue exceeds t...
28/11/2025
Unwrapped: The Toy Show Appeal - airing this Sunday on RT One and RT Player- s...
27/11/2025
LONDON Vizrt has added several AI-driven advanced features offering improved speed, intelligence and accuracy in the newest version of its media asset managemen...
27/11/2025
Prime Video has launched AI-powered video season recaps in a beta version for select English-language Prime Original series in the U.S., a move Amazon is callin...
27/11/2025
Back to All News
Netflix's Raat Akeli Hai: The Bansal Murders Marks a Grand...
27/11/2025
27 Nov 2025
GSMA brings M360 Eurasia 2026 to Samarkand in partnership with VEON...
27/11/2025
Tahar Rahim and Izuka Hoyle star in the gripping six-part Sky Original from Acad...
27/11/2025
Thursday 27 November 2025
Sky Arts Reveals the Nation's Greatest Basslines - and Queen Reign Supreme
The UK's most iconic basslines have been revealed...
27/11/2025
Back to All News
Stranger Things 5': Prepare for One Last Adventure With O...
27/11/2025
The media industry has a paradox at its core. It's an industry built on light, color and imagination, yet behind the scenes, it's powered by one of the ...
27/11/2025
Rating reflects rating progress across areas including policies, diversity & inclusion, health & safety and Net Zero leadership
Winchester, UK, 27 November 202...
27/11/2025
What are the industry standards for Retail Media? Kathryn explains that certification is based on the IAB Europe Retail Media Measurement Standards and the IAB ...
27/11/2025
World champion boxer and Irish sporting icon Katie Taylor will be in studio this...
27/11/2025
Roblox, one of the world's most popular online gaming platforms for primary ...
27/11/2025
Black Friday is leveling up. Get ready to score one of the biggest deals of the season - 50% off the first three months of a new GeForce NOW Ultimate membership...
26/11/2025
SVG Sit-Down: Prime Video EP Mike Muriano Previews Massive Black Friday Slate Fe...
26/11/2025
A cinematic snow sculpture at the 1995 Sundance Film Festival. Photo by Randall Michelson...
26/11/2025
Book podcasts are booming. On Spotify, you'll find everything from celebrity book clubs to deep dives with bestselling authors. And in markets where audiobo...
26/11/2025
Mumbai, November 24, 2025: In a first-of-its-kind initiative, JioStar, in collab...
26/11/2025
LONDON Factual content producer ITN Productions has launched a new low-latency IP gallery for news bulletins....
26/11/2025
MIAMI TelevisaUnivision said it struck a new multiyear distribution agreement with YouTube TV that includes distribution of TelevisaUnivision's U.S. network...
26/11/2025
OpenDrives, Inc., a leader in software-defined data storage and data services, today announced the launch of the Atlas Corporate Creative Solution. This new Atl...
26/11/2025
Disguise, the industry-leading company powering the world's biggest live performances, is partnering with pioneering LED wall manufacturer DVS to give atten...
26/11/2025
HighField AI, the pioneer in agentic and multimodal automation for broadcast and media production, today announced the expansion of its global channel partner n...
26/11/2025
As high-stakes Premier League fixtures approach and additional premium content launches, with MONO positioning themselves to dominate Thailand's sports stre...
26/11/2025
Hosting a wide variety of events from high-intensity NHL games to complex live music concerts and major entertainment productions, Montreal's 21,000 capacit...
26/11/2025
Vizrt, the leader in live production technology revolutionizing viewer engagement and experience, releases AI-driven advances focusing on speed, intelligence, a...
26/11/2025
ITN Productions, an award-winning factual content producer, today launched a new low-latency IP gallery for news bulletins. Responsible for delivering a leading...
26/11/2025
Ikegami reports ongoing advances throughout 2025 in developing and delivering coordinated television production solutions that maximize quality, versatility and...
26/11/2025
Following the Nov. 21 blackout of NBCUniversal channels on Fubo, the two sides have traded barbs about their inability to reach a new carriage deal....
26/11/2025
LONDON As TV sports rights become increasingly important for both broadcasters and streamers, Ampere Analysis predicts global investment in the genre will surpa...
26/11/2025
LOS ANGELES Vubiquity said it has achieved the Amazon Web Services (AWS) Media & Entertainment Competency as part of the AWS Partner Network (APN). This designa...
26/11/2025
WASHINGTON The Federal Communications Commission's Enforcement Bureau said it has entered into a consent decree with Comcast calling for the cable company t...
26/11/2025
Berklee Named to the Hollywood Reporters Top Music Schools List The publication highlights the college's screen scoring program, industry partnerships, and ...
26/11/2025
Back to All News
Animated Series Love Through a Prism' Casts New Light on ...
26/11/2025
Back to All News
NALIP Unveils Fifth Cohort of Director Incubator
Social Impact
26 November 2025
United States
Link copied to clipboard
The National Assoc...
26/11/2025
YouView Achieves Greenly Gold Certification for SustainabilityNov 26, 2025
YouView is proud to announce a Gold Certification award from Greenly for our perform...
May 07, 2019 
