Discovery has extended its long-term commercial partnership with Egypt Tourism, becoming its only non-news network partner for the campaign period August 2019 to June 2020.
In a ceremony in Cairo, HE Dr Rania Al Mashat; Ahmed Youssef, chairman of Egyptian Tourism Promotion Board (ETPB); and Discovery VP and general manager for Middle East and Africa, Amanda Turnbull, signed a deal that will see Discovery produce content for Egypt Tourism on a global level.
The long-standing relationship between Discovery and Egypt Tourism was originally established in 2005.
It has subsequently evolved and strengthened, encompassing digital platforms and additional markets since 2016.
The 2019-2020 agreement will see Discovery produce advertising and content for linear and digital for Discovery Channel, TLC and Travel Channel across Sweden, Denmark, Finland, UK, Germany, Italy, France, Poland, Middle East North Africa, South Eastern Europe, Russia, India, South East Asia, Japan, Argentina, Brazil, Mexico, USA.
The announcement further cements Discovery’s commitment to Egypt, with the television network having many existing ties to the country.
In addition to the birthplace of its flagship Arabic cooking channel, Fatafeat, Egypt is home to Discovery’s key production house partners Captain Boy, FilmMedia and WaterFlame, while many key Fatafeat talent, including chef May Yacoubi, Salma Soliman and Hatem Mattar all hail from Egypt.
“The diversification of marketing and media platforms, a key pillar of the Egypt Tourism Reform Program, contributes to the changing narrative of the sector. The combined appeal of the beauty of Egypt and warmth of our people is the foundation of the significant growth in out country’s tourism,” said Dr Al-Mashat.