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.’