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The Egyptian Tourism Promotion Board (ETPB) has appointed Isobar, a global digital agency part of Dentsu Aegis Network, as its dedicated digital agency.

Isobar will be tasked with encouraging tourism to Egypt, which the team plans on doing through focusing digital efforts and strengthening brand loyalty with a bespoke international social, content, experiential and digital media strategy across 17 key markets. These include China, Japan, Germany, Italy, France, Spain, Sweden, Czech Republic, Poland, Russia, Ukraine, Kazakhstan, India, USA, UK and the GCC.

Isobar will be responsible for accelerating tourism growth by delivering personalised, seamless and memorable experiences that drive engagement, transaction and loyalty. The agency plan on using a data-driven approach to create, distribute, measure and optimise content tailored to local audiences that showcases the beauty, hospitality and adventure to be found in Egypt. 

Using data, Isobar will deliver actionable insights across relevant digital channels and touch points. M1 Panel, Dentsu Aegis’ proprietary global consumer research, has revealed the usage of specific communication channels and how they influence a customer’s decision making. By tapping into consumer demographics, lifestyle habits and daily routines, brands can gain a deeper understanding of their customer’s behaviour and create more contextually-relevant content and digital experiences.  

Ziad Ghorayeb, Regional managing director of Isobar MENA, said: “We are extremely proud to partner with Egypt Tourism on their social content, experiential and digital media assignment around the globe. The use of unconventional, forward thinking marketing is a vital theme in the Egypt Tourism Reform Program, and we are excited to be collaborating with ETPB to deliver this. Travelers today demand seamless end-to-end experiences, seeking content that inspires them and experiences that provide motivation to travel based on a desire for social connections, adventure and spontaneity. We look forward to working together to capture the hearts and minds of the world’s explorers looking for their next journey.”