H&K aims for international fascination with Aida

The Cairo Opera House has called in Hill and Knowlton from the wings to trumpet the 125th anniversary of Verdi’s opera Aida.

The Cairo Opera House has called in Hill and Knowlton from the

wings to trumpet the 125th anniversary of Verdi’s opera Aida.



Appointed without a pitch, the agency has been handed a #150,000

international brief to promote six performances of the opera in October

in a specially constructed auditorium at the ancient temple site of

Luxor. The production is being managed by Suzan Mubarak, wife of Egypt’s

president Hosni Mubarak.



The PR campaign is scheduled to roll out over eight months across Egypt,

France, Italy, Germany, Spain, the UK and the US. As well as helping to

generate ticket sales, it will serve as a platform for promoting Egypt

as a tourist destination and also coincides with the 75th anniversary of

the discovery of Tutankhamun’s tomb.



Paul Taafe, president of Hill and Knowlton Europe, said: ’This is a

significant win for us and will allow us to demonstrate our national and

trans-national marketing capabilities.’



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