Egyptian Steel Group has successfully launched an advertising campaign in the streets of New York City from the 25th to the 27th of September 2015 in conjunction with President El-Sisi and the Egyptian delegation’s attendance of the UN General Assembly in its 70th
session which was attended by representatives from 193 countries.
The campaign started with a full street activation all over New York, with a team of 20 performers dressed as ancient Egyptians roaming the streets, bus stations and underground, bringing different posters with pictures of the most important tourist attractions in Egypt.
The campaign aimed at promoting Egypt as a potential historical, cultural and touristic destination.
In addition, advertising and branding included three of the biggest and most visible towers with digital signage in Time Square for 3 days starting September 25th
– September 27th
(Nasdaq, American Eagle and Express towers and the Dow Jones Zipper)
Businessman Ahmed Abou Hashima, the CEO of Egyptian Steel Group, has stated that he decided to launch this campaign for the second year in a row due to the impressive feedback of last year’s campaign, but this year’s campaign was on a wider scale.
Egyptian Steel secured a full page media interview with the Wall Street Journal during the campaign that portrayed the investment scene in Egypt in a positive image.
Ahmed Abou Hashima has affirmed that the displayed video script contained a message about the most important investment opportunities in Egypt and the most important mega-projects accomplished by President Abdel Fatah El Sisi such as the new Suez Canal. The video also included economic figures provided by the Ministry of investment, the most important elements of investments and the most important international deals and MOUs that have been signed during international conventions.