Client

Ski Egypt

Industry

Entertainment

Services

Awareness Digital Media Planning & Buying

The Challenge

After its success in the UAE with Ski Dubai, Majid Al Futtaim was embarking on a new challenge - Ski Egypt. While getting Egyptians to visit the first ever ski resort and snow park in Egypt is not really difficult, our challenge was clear: the second visit.

How do we position Ski Egypt as more than just a ski resort, but a top entertainment destination for family and friends?

Insight & Strategy

Focusing on the insight that Egyptians know nothing about snow, we introduced “The Egyptian North Pole”, through a Facebook page and Youtube channel.

With in-stream ad placement on both platforms we maximized reach and created a “talk of town” buzz.

When excitement was at its peak, the ‘reveal’ campaign was launched and Ski Egypt along with the endless activities and possibilities it offers was introduced