The goal behind “Invest in the New Egypt” Campaign in New York City was to support the Egyptian government in its efforts to promote Egypt as the ultimate destination for placing investments. The campaign was launched in parallel with President el-Sisi’s visit to New York City for the 70th Session of the United Nations General Assembly. The campaign featured the following:
1- Full page media interview with the Wall Street Journal which reported a total average circulation of 2.3 million copies.
2- Adv. spots that reached more than 1.2 million people included three of the biggest and most visible towers with digital signage in Times Square for 3 days started on September 25th 2015 (American Eagle Tower – Nasdaq Tower – Express Tower) and the Dow Jones zipper.
3- A full street activation all over New York, with a team of performers dressed as Ancient Egyptians interacting with the public to raise awareness about Egypt as a touristic destination.