Egypt partners with CNN to promote Egyptian tourism

Egypt's tourism ministry said on Saturday it will launch a campaign with CNN to promote tourism to the country around the world.

The ministry said in a statement that an advertisement will be aired in Europe, the Middle East and Africa during the channel's weather forecast, for which Egypt will be the main sponsor.

The campaign also includes promotions on the channel's websites.

Representatives from CNN's advertising company are also set to visit Egypt soon to shoot advertisements to be aired on CNN's various channels.

"We consider the partnership with CNN a strong step on our path towards [promoting tourism in] international markets, especially through reputable media institutions like CNN. This partnership helps us fulfil part of an international promotion strategy through a strong outlet for the target audience," Egyptian tourism minister Yehia Rashed said.

The American network's advertising company chief Rany Raad hailed the partnership, especially at a time where Egypt is growing as a unique tourist destination.

Global marketing and advertising agency J. Walter Thompson (JWT), which is behind the agreement, said the main aim behind the campaign is to attract tourists to enjoy Egypt's consistently moderate weather.

"The advertisement will be a key factor in attracting foreign tourists during the winter season," the company said, according to the Egyptian tourism ministry.