Rooster PR returns to 'challenging' Egypt tourism brief with goal to boost visitor numbers

The Egyptian State Tourist Authority (ESTA) has appointed Rooster PR as it looks to capitalise on renewed interest from UK holidaymakers.

Hurghada beachfront, Egypt
Hurghada beachfront, Egypt

Rooster, which worked with the tourist board between 2013 and 2015, has been tasked with creating a campaign designed to highlight in particular the beachfront city of Hurghada and its markets, nightlife and marinas. 

James Brooke, managing director at Rooster PR, said: "We’re looking forward to reinvigorating interest in Egypt’s unrivalled historical, cultural and year-round sun and beach offering."

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UK visitors to Egypt increased by 25 per cent in the first six months of 2017, the tourist board said.

This follows several years in which the country has struggled to attract tourists, after an uprising in 2011 and several terrorist attacks in the years since.

Challenging brief, but warm welcome

Brooke told PRWeek that handling comms for a country that has recently dealt with conflict did present "particular challenges".

He said the agency’s work would stay within the parameters set by the Foreign & Commonwealth Office’s Foreign Travel Advice service, which is designed to offer travel advice to UK tourists.

Brooke said: "Keeping that in mind at all times, Rooster’s role is to effectively communicate the reality of the situation on the ground from a tourism perspective. Egypt is vast, with a rich and varied tourism offering that is ready to be enjoyed by UK holidaymakers. Plus, a warm welcome from the friendly locals who rely on tourism for their livelihoods is guaranteed."

Brooke said he hoped that the agency’s previous experience would "enable us to hit the ground running to build on the renewed interest and fast track a return to the record arrival figures of 2010".

Most recently the account has been held by Hill+Knowlton Strategies and Burson-Marsteller. Both agencies have been contacted. 

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