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Egyptian tourism will be witnessing a prime event during 2012, as Egypt has been named Country Partner in the ITB Berlin 2012, which will take place during the period from March 7th to March 11th, 2012.
The ITB Berlin hosts around 170,000 visitors, and is considered the largest international congregation for experts in the tourism industry. This prime event provides Egypt with an ideal platform and a unique opportunity to present its diverse touristic portfolio , which makes it one of the world’s most attractive holiday destinations all year round to the German and international markets.
In this respect, a marketing strategy has been developed to maximize coverage and promotion, before, during and after the event. The marketing approach, in collaboration with German Tour Operators, includes intensive advertising campaigns through non-conventional and conventional advertising channels, as well as a public relations strategy that has been launched since the beginning of 2011. The campaign focused on wide participation in all major touristic and cultural events, the launching of press conferences and workshops.
On another note, Egypt's Pavillion will be held at Hall No. 23A of the International Congress Center in Berlin in an area covering 2526 m² with the participation of 120 travel agencies and hotels. The “Unique Fusion “and “All-Round Welcome” will be the main themes further expressed through the design of the Egyptian Hall where the Ankh iconic symbol of life, one of the Pharaonic icons of ancient Egypt will be the consistent visual cue for Brand Egypt in the ITB, over and above exhibiting touristic products in Egypt and a model of an Egyptian bazaar will be set, displaying handicrafts products and folkloric activities, to reflect the true Egyptian spirit, offering tourists a unique and lively experience of an old Egyptian souk.
The event will also witness the launch of the new advertising campaign, "We Are Egypt," a message of peace and hospitality sent by the people of Egypt to the whole world, inviting them for an unforgettable experience.
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