Insight: The young and daring traveler wants to find an unconventional holiday experience.
Big Idea: A series ads that depict Egypt as an intellectually stimulating destination.
How's this for a hotel pool? Take a dip in Egypt’s ultimate pool. It’s kind of like a lazy river, but minus the lazy. The Nile River was the center of Egyptian history. Civilizations were built around the river for its rich soil and ever flowing water source. The mighty Nile has stood the test of time and flows life into our beautiful city. A dip in or trip to the Nile will leave you invigorated and refreshed, all without that pungent chlorine scent. And our “pool” is a lot deeper than your average hotel pool, both in feet and in history.
No beach body required. You know that warm sandy getaway you’ve always dreamed of taking without having to diet months in advance to attain the so-called beach body? Look no further. More than 90% of Egypt contributes to the largest desert in the world: the Sahara. We have all the glistening sand and warm sun you’d want. With sites rich with history we attract an intellectual crowd of visitors, where worries go deeper than slim figures and tanlines.
Your sandcastle lasted 20 minutes? Try 5000 years. Our castles extend deeper in time than any one you’re used to. We’re all familiar with the pitiful sandcastles that eventually surrender to the power of waves or crumble beneath their own weight. In Egypt there are castles that stand high and mighty, and have been for millennia. Not even the waves of time will disrupt their grandeur. The Great Pyramids, built with bricks of sand, are deeply embedded with culture and history. All the greatest pharaohs have resided in many of the castles you will be able to experience. Such royalty and power remains to be encountered.
Not your casual holiday read. On your exhibition to Egypt, you’ll be doing a lot more than reading romance novels, celebrity gossip magazines, or comic books. Egyptian history will flood your brain when you visit ancient ruins filled with hieroglyphics, the first written language of Egyptians. Hieroglyphics was one of the first forms of written language and included elaborate symbols to signify words and letters. Your holiday reading just got a bit deeper, and so did your appreciation for the ABC’s.
These online advertisements will include Instagram accounts of various famous Egyptian leaders, such as Cleopatra and King Tut. The accounts will be operated as if these ancient leaders were alive today and sharing the various attractions of their home. Furthermore, the use of these ancient figures will emphasize the timeless quality of many Egyptian attractions. The goal here is to take advantage of the casual and fun nature of social media to showcase the personalities of not only these well-known leaders but the possibilities that a trip to Egypt has to offer.
The outdoor executions follow this idea of a ‘intellectually stimulating destination’ by collaborating with some of the most developed ancient Egyptian exhibits, such as the Museum of Fine Arts in Boston, The Metropolitan Museum of Art in New York, and The Oriental Institute in Chicago. Three iconic Egyptian personas: King Tut, Cleopatra, and the Sun God Ra will be roaming the elaborate passageways of their past. The three actors who will be taking on these identities will have an in-depth knowledge and understanding of Egyptian culture and civilization, welcoming any museum visitors to a glimpse into history. They will then continue to invite anyone interested in learning more to visit digintoegypt.com for more information about a life changing trip.