The deal will see Discovery produce content for Egypt Tourism on a global level, making the channel its only non-news network partner for the duration of the campaign from August 2019 to June 2020.
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, Her Excellency Dr. Rania Al Mashat, Minister for Tourism; Ahmed Youssef, Chairman of Egyptian Tourism Promotion Board (ETPB); and Amanda Turnbull, Discovery Vice President and General Manager for Middle East and Africa, signed a deal that will see Discovery produce content for Egypt Tourism on a global level.
The relationship between Discovery and Egypt Tourism was first established in 2005. It 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, and USA.
The announcement further cements Discovery’s commitment to Egypt, with the television network boasting many existing ties to the country. In addition to being the birthplace of its flagship Arabic cooking channel, Fatafeat, Egypt is home to Discovery’s key production house partners Captain Boy, FilmMedia and WaterFlame. Many key Fatafeat talent, including Chef May Yacoubi, Salma Soliman and Hatem Mattar, hail from Egypt. The country has also played host to several significant milestones for Discovery, including Expedition Unknown: Egypt Live – a first-of-its-kind live broadcast.
Commenting on the partnership, Amanda Turnbull said: “We are delighted to further strengthen our long-standing relationship with Egypt Tourism as its only non-news network partner. Our expertise allows us to showcase the many wonders of Egypt as part of our unprecedented factual entertainment offering, as well as communicate the breadth of historical and tourism offerings across Egypt to far-reaching corners of the globe.”
“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 the warmth of our people is the foundation of the significant growth in our country’s tourism,” said H.E. Dr Rania Al-Mashat.
Reaffirming the robust relationship between Discovery and Egypt, Discovery Education – the global leader in standards-based digital content for primary, preparatory and secondary students – was selected in 2015 by the government of Egypt as a primary partner for providing dynamic Science, Technology, Engineering and Maths (STEM) focussed educational media content to the Egyptian Knowledge Bank.