Egypt’s Red Sea Riviera

Background

First Choice had been operating to the Red Sea Riviera in Egypt for many years and have introduced some new resorts to market. These resorts are in addition to the well-established resort of Sharm. First Choice have many properties in all the Red Sea resorts, many of which are exclusive so one of the key messages they wanted to get across was the quality of the holiday vs value for money.

The Brief

The objective of this campaign was to raise awareness of the Egyptian Red Sea Riviera resorts of Taba and Taba Heights, Hurghada and El Gouna, highlighting the unique selling points of these resorts in particular they offer great value for money for families. We wanted to create the real urgency to book with First Choice for the summer  and to raise awareness of these all year round destinations for winter and summer.

First Choice wanted to generate a direct response to book now and generate an uplift in bookings to the Red Sea. The campaign was aimed adults but mainly women from 25-54 that were assessable to Manchester and Gatwick regional airports with the main focus being great value for families in family friendly properties with messages selling all year round sunshine set in beautiful locations. The media placement for the adverts were in women’s magazines.

The Creative

The creative was a simple approach to take ownership of the families kids market visually, but to add a clever twist visually. So rather than just children on the beach playing in the sand with the sunshine, it’s children on the beach in the sand and sunshine but building sandcastles of the pyramids which is reference to the country First Choice were selling, accompanied with the headline ‘Egypt’s seven wonders. Perfect for little treasures’. The seven wonders being the seven resorts we were selling to our audience.

We wanted to create a happy look for our audience, we wanted to make them smile to like the campaign and hopefully put First Choice at the front of mind when it comes to booking a family summer holiday.