The agency will now lead Egypt's tourism PR across the UK, handling both consumer PR and the UK travel trade as the country looks to win back visitors after the political turmoil earlier in the year.
The number of visitors to the country fell by more than 35 per cent in April compared with the same month last year.
Widespread protests in the country, centred in Tahrir Square, led to the fall of former President Mubarak in February, but the nature of the future government of Egypt still remains undecided.
MCUK won the brief via a competitive pitch. HB Portfolio, sister company of Hills Balfour, previously had the retained UK account for tourism in Egypt.
Niall Cowley, MD of MCUK, said that Egypt was ‘one of the world’s leading tourist destinations, with a unique and wide-ranging offer’.
The agency will now promote key Egyptian destinations via travel and news outlets in traditional and online media, as well as handling press visits and developing high-profile UK campaign ambassadors.
MCUK will also oversee presence at London travel trade fairs, support advertising activity in the UK, and be responsible for the production of TV news packages.