Saturday, March 13, 2010

Egypt Travel - attractive and differentiated 'heritage' positioning

After a long, fun and interesting day at the Market Research Day in Stockholm on Thursday, and a six o'clock rise the day after I was rather tired, with slighlty cloudy thoughts travelling home from work yesterday afternoon. Despite my slightly hazed thoughs I couldn't avoid the impact of the new Egypt Travel ads on the tube. For years I've seen Egypt Travel, as well as all other countries with the slightest bit of sunshine and kilometres of beach, trying to position themselves as 'the amazing beachspot with crystal clear waters and glorious sand'. The ads have all showed off a beach and some very happy and tanned, fantastic looking people... Wow, that's some serious differentiation and uniqueness!!! I've been bored by this obvious and endless tirade of 'sameness'...

But Egypt Travel has changed! Their new campaign emphasises something totally different and it does so in a manner that I find well executed and highly attractive.

The new 'where it all begins' positioning emphasises Egyps cultural heritage and unique experiences via historical spots and the imagery they use is incredibly tantalising. This tells me that Egypt Travel has done a bit of homework and that they've, for matters unknown to me but perhaps linked to lack of differentiation, changed their positioning and target group. Hopefully this new positioning is also linked to strong insights with regards to travellers needs and a sizing of the new 'heritage' opportunity. Alltogether it's a bold move and it's a move that I like. I hope it works!

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