How the Egyptian Tourism Authority’s campaign helped drive 23% YoY growth in traveler arrivals

Discover how the Egyptian Tourism Authority, UM Egypt, Strike Ads, and Yango Ads connected Search, streaming, Telegram, OTAs, and branded taxis to help Russian-speaking travelers discover more of Egypt — and turn inspiration into trip planning.

Watch the case study

See how the campaign brought Egypt’s destinations together into one connected travel experience.

About Egyptian Tourism Authority

The Egyptian Tourism Authority promotes Egypt as a travel destination to international audiences.

For this campaign, the goal was not simply to increase awareness of Egypt among Russian-speaking travelers; the destination was already widely recognized. Instead, the challenge was to broaden how travelers perceived it — beyond familiar Red Sea resorts and iconic heritage sites — and show that one trip could combine beach, culture, history, cities, and other experiences.

Meet the team

The Egyptian Tourism Authority, UM Egypt, Strike Ads, and Yango Ads joined forces to bring this campaign to life.

Ahmed Youssef — CEO, Egyptian Tourism Authority
Mohamed Aly — Media Director, UM Egypt
Marwan Mostafa — CEO, Strike Ads
Marina Zakhary — Head of Digital and MarTech Solutions, Strike Ads
Bassem Yousri — Head of Agency Department, MENA, Africa & South Asia, Yango Ads
Ekaterina Budaragina — Business Partner MEA, Yango Ads

Challenge

Show travelers that Egypt is more than one type of holiday

For many Russian-speaking travelers, Egypt was already a familiar destination — but the choice often came down to a beach holiday on the Red Sea or a handful of world-famous cultural landmarks.

The Egyptian Tourism Authority wanted to show Egypt as one destination with multiple connected experiences, and reach travelers throughout the journey from inspiration and research to booking.

Solution

Turn the map into the campaign

Instead of building the campaign around another destination film, the team turned an interactive map into the central experience.

Hosted within an OTA (online travel agency) platform, the map brought resorts, cultural landmarks, cities, and routes together on a single surface. Travelers could move from Hurghada to Luxor, from Sharm El Sheikh to Giza, or from a beach stay to a Nile itinerary — making it easier to see how different experiences could fit into the same trip.

Around the map, Yango Ads built a connected media journey:

• Search — A Premium Search banner captured travelers at the moment they were actively researching destinations and planning their trip.
• Streaming — Premium video introduced Egypt as a destination with more to discover and led travelers toward the interactive experience.
• Telegram — Native integrations kept Egypt visible during everyday content consumption and gave travelers more detailed destination information.
• OTA — The OTA-based interactive map became the central planning environment, where travelers could explore destinations and move closer to booking.
• Branded taxis — 150 taxis wrapped in campaign visuals brought the destination into everyday city life for eight weeks, extending the campaign from digital media into the physical environment.

The journey was intentionally sequenced: streaming generated interest, Telegram added detail, Search captured intent, the OTA map supported exploration and planning, and branded taxis kept Egypt visible offline.

Results

The campaign generated reach across every stage of the travel journey while driving travelers toward the interactive planning experience.

• +23% YoY growth in traveler arrivals
• 42.95M Search impressions
• 3.43M streaming views
• 3.9M OTA views
• 86K visits to the campaign landing page
• 4.35M full-screen taxi views
• 150 branded taxis across 8 weeks
• 5.9M views in the transport schedule app
  

The results connected media engagement with a tangible business outcome: alongside millions of impressions and views across the ecosystem, traveler arrivals increased 23% year over year.

More than a campaign asset

The interactive map did more than support a single media flight. It created a reusable destination-planning experience that the Egyptian Tourism Authority can continue developing for future markets, routes, and travel campaigns.

Rather than separating brand awareness from performance, the campaign connected the two: media created interest, Search captured active demand, and the map helped travelers turn that interest into a concrete trip plan.

Ad samples

A word from Yango Ads

The campaign was designed around a simple insight: the Egyptian Tourism Authority did not need to introduce Egypt to Russian-speaking travelers — it needed to help them discover more of it.

By connecting travel planning, video, messaging, and offline visibility, the campaign gave travelers multiple entry points into the same destination story.

Ready to turn travel interest into demand?

Reach travelers when they are actively researching and planning their next trip with Yango Ads Campaigns.

Get started today