Mindshare and JWT win Egyptian Tourism account

The Egyptian Tourism Authority has handed its global media planning and buying account to Mindshare and its advertising to JWT.

The business is believed to be worth about £1.6 million in the UK and £35 million globally. Media is currently handled by OMD and advertising by DDB handled the advertising.

The country positions as a tourist destination under the banner “Egypt. Nothing compares!” It markets itself as both an historic and cultural destination and also as a beach and water sports activity destination with the latter catered for by resorts at Sharm el-Sheikh and elsewhere.

The Egyptian Tourism Authority has worked hard to help restore confidence in holidaymakers after terrorism attacks on Red Sea beach resorts earlier this decade and the attack by terrorists on the temple of Luxor in 2007, in which 58 tourists died.

The tourism body could not confirm the appointment and agencies were unavailable for comment.