Global Advertising Strategies Selected as Agency of Record for EGYPTAIR in North America

Global Will Guide the Airline's Brand Repositioning Campaign in the United States

Dec 06, 2010, 10:15 ET from Global Advertising Strategies

NEW YORK, Dec. 6, 2010 /PRNewswire/ -- EGYPTAIR, the national carrier of Egypt, has chosen New York-based Global Advertising Strategies ("Global") as agency of record for the airline's new rebranding campaign in North America. In partnership with Global, EGYPTAIR will engage in an extensive marketing outreach designed to position EGYPTAIR as the premier carrier to the Middle East and Africa, as well as to highlight its newly upgraded fleet and sophisticated in-flight experience.

A Star Alliance member, EGYPTAIR recently expanded its fleet to include Boeing 777-300ER widebody jets. The airline has also bolstered its upscale in-flight services, and now offers amenities including a large entertainment selection, comfortable flat bed seating and enhanced fine dining options. Global's award-winning airline branding and positioning strategies will highlight the level of service as well as the world-class amenities of the carrier. The agency, recognized for its effective and innovative cross-cultural outreach, will also reposition the airline among the expat community in the United States, emphasizing the cultural competence of EGYPTAIR's services.

"We have set out to position EGYPTAIR as the premier carrier to the Middle East and Africa for the North American market," said Anna Abelson, Global's travel marketing expert. "The launch has called upon our deep knowledge of travel branding and we are thrilled to unveil the airline's new offerings."

Global's dynamic media mix includes traditional as well as innovative vehicles to ensure a vast audience reach. Placement in the leading consumer and trade print outlets will coincide with placements in ethnic print and online news outlets to precisely target the expat community. Out-of-home messaging will be displayed in appropriate ethnic neighborhoods, reaching travelers frequently flying to Cairo and beyond.  The campaign features branded double-decker buses in New York City as well as prominent video displays on the Reuters and NASDAQ screens in Times Square.  

"The strategy is focused on leveraging the media synergy of various channels to amplify the messaging and maximize the brand's impact," said Marcos Sanchez, VP of Client Services at Global.

Securing the video display in Times Square plays a vital role in increasing the public's brand knowledge and recognition. Set to launch in December, the video display will run for 30 consecutive days, reaching millions of New Yorkers and visitors, as well as television viewers of the New Year's Eve countdown broadcast.

"We are excited to launch our marketing efforts in partnership with Global Advertising Strategies, an award winning international travel marketing agency," said Sameh A. Aziz Helmi, EGYPTAIR's Regional Manager, North America. "Global's travel marketing expertise, their knowledge of the markets and target audience as well as understanding of cross-cultural marketing has assured us of a successful campaign outcome."


EGYPTAIR is the world-renowned national airline of Egypt, based in the cosmopolitan city of Cairo. In more than 78 years, EGYPTAIR has experienced extraordinary growth, taken the lead to be the first airline in the Middle East and Africa and the seventh in the world to join IATA and become a treasured brand. In 2004, EGYPTAIR demonstrated the scale of its commitment to the highest standards of safety by being the first IOSA certified airline in the Middle East and Africa. Currently, EGYPTAIR fleet comprises of 68 aircraft criss-crossing the world to 74 destinations in 51 Countries carrying more than 9.1 million customers /year and fulfilling the needs of both business and leisure travelers.

About Global

Global Advertising Strategies is a full-service marketing and advertising agency with international reach.  From innovative cross-cultural campaigns to targeted interactive offerings, Global's ability to connect brands with the diverse identities of consumers worldwide has set us apart for over a decade.  Global's proprietary analytic tools and market-tested strategic expertise enable us to provide an open gateway to international markets.  Our multinational professionals deliver our finance & real estate, travel & tourism, telecommunications and pharmaceutical clients the edge they seek, whether the goal is to tap unrealized potential or to open new frontiers.  

For more information on Global and its capabilities, please visit

SOURCE Global Advertising Strategies