Fakhry, N. (2022). Advertising strategies for maintaining nation brand equity in times of crisis “Egyptian tourism advertising campaigns as a model”. International Design Journal, 12(5), 243-260. doi: 10.21608/idj.2022.260609
Nancy Abdalla Mohmed Fakhry. "Advertising strategies for maintaining nation brand equity in times of crisis “Egyptian tourism advertising campaigns as a model”". International Design Journal, 12, 5, 2022, 243-260. doi: 10.21608/idj.2022.260609
Fakhry, N. (2022). 'Advertising strategies for maintaining nation brand equity in times of crisis “Egyptian tourism advertising campaigns as a model”', International Design Journal, 12(5), pp. 243-260. doi: 10.21608/idj.2022.260609
Fakhry, N. Advertising strategies for maintaining nation brand equity in times of crisis “Egyptian tourism advertising campaigns as a model”. International Design Journal, 2022; 12(5): 243-260. doi: 10.21608/idj.2022.260609
Advertising strategies for maintaining nation brand equity in times of crisis “Egyptian tourism advertising campaigns as a model”
Lecturer, Faculty of Applied Arts, Advertising, printing and publishing Department, Benha University
Abstract
Nation branding is one of the tools by which states can positively influence their international reputation and image. Tourism has a major role in building this brand, as it directly contributes to creating a positive image of the country, it’s history and capabilities. The Egyptian tourism sector faced a crisis after January 2011 and the subsequent internal events in the country. However, by the year 2018, there was a major transformation and recovery of Egyptian tourism, and it increased in 2019 within the state’s strategic plan to make 2019 the “Year of tourism” and restored the previous tourist position, as tourism is affected by the economic, political and other conditions around it, the Covid-19 crisis, which emerged at the beginning of 2020, significantly affected Egyptian tourism again, as happened in all countries of the world, and it declined to a large extent. In addition to the repercussions of the pandemic crisis, the imposition of quarantine and the lockdown of aviation in crisis situations, it is more important to preserve the image and value of the state as a brand, and this depends on how to respond to and deal with the crisis Therefore, there was a thought of using alternative strategies for tourism promotion and advertising, such as focusing on advertising campaigns for domestic tourism, digital campaigns and virtual visits on the official websites of the various tourist places to support the mental image of the country as a brand. The research refers to the close relationship between the tourism advertising campaigns and its effect on the nation brand. It also reached several results, that Egypt is regaining the preservation of its identity and the value of its brand destination, while drawing a futuristic image that keeps pace with the times, provided that the content of its identity is properly communicated to the outside world by strengthening advertising messages and focusing on safety motives and competitive advantages as a unique tourist destination through a series of sequential campaigns and events, Which had a role in overcoming this crisis at the tourism sector. The research discusses in an analytical study to identify the various advertising strategies of that period, to identify their communication and marketing objectives, and to determine their importance and effectiveness in supporting the mental image and what it has achieved in maintaining the equity of the nation brand. Research Problem: The research problem is summarized in the following questions: How can tourism advertisements in times of crisis support and preserve the nation brand? How does nation brand communicate with the target audience in an effective and participatory manner in times of crisis? How can advertising strategies be developed in light of an international crisis in a positive way for the international audience? Research Objectives: The main purpose is to show how tourism advertising campaigns can support and promote a nation brand during crises. Identifying the values and objectives of tourism advertising campaigns in times of crisis in a way that supports and preserves the state’s image as a brand. Recognizing the role of integrated marketing communication strategies and advertising campaigns in creating and promoting nation brand in times of crisis.
1-Anholt, S. (2006): Competitive Identity: The New Brand Management for Nations, Cities and Regions. Palgrave Macmillan, London. http://dx.doi.org/10.1057/9780230627727
2-Anholt, S. (2007): Nation-brands and the value of provenance Destination Branding by Nigel Morgan, Annette Pritchard, Roger Pride, 2nd Edition, First Published2004, London. Routledge.
3-Blain, C., Levy, S. E., & Ritchie, J. B. (2014): Destination branding: Insights and practices from destination management organizations, Journal of Travel Research, 43(4), 328–338
4-Buhmann, A., and D. Ingenhoff. (2015): The 4D Model of the country image: An integrative approach from the perspective of communication management. The International Communication Gazette 77: 102–124.
6-Eman M. Negm, Ahmed M. Elsamadicy (2021): Exploring the Needed Marketing Content and Strategies to Combat the Negative Global Conditions and Promote Nation Branding for the Post COVID-19 Pandemic Period1, Alexandria University for Administrative Sciences – Vol. 58 – No. 2
7-Fan, Y. (2006): “Branding the nation: what is being branded?”, Journal of Vacation Marketing, Vol. 12 No. 1, pp. 5-14.
8-Fan, Y. (2010): Branding the nation: Towards a better understanding. Place Branding and Public Diplomacy 6 (2): 97–103.
9-Greg Dooley, David Bowie (2005): Place brand architecture: Strategic management of the brand portfolio, Place Branding Vol. 1, 4, 402–419
10-H. Qu et al. (2011): A model of destination branding: Integrating the concepts of the branding and destination image, Tourism Management32, Elsevier, p 465:476
11-Hassan, S., and Soliman, M. (2021): COVID-19 and repeat visitation: assessing the role of destination social responsibility, destination reputation, holidaymakers’ trust, and fear arousal. J. Destination Mark. Manage. 19:100495.
12-He, H., & Harris, L. (2020): The Impact of Covid-19 Pandemic on Corporate Social Responsibility and Marketing Philosophy. Journal of Business Research.
13-Hoyer D., Brown Steven P. (1990): Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product Journal of Consumer Research, Volume17, Issue2, p 141:148, https://doi.org/10.1086/208544
14-Iulian Condratov (2013) E-TOURISM: Concept and evolution, ECOFORUM, Issue 1(2).
15-J Bus Res. Tourism and COVID-19(2020) : Impacts and implications for advancing and resetting industry and research , pages 312–321. 12. doi: 10.1016/j.jbusres.2020.06.015
16-J Gnoth (2002): Leveraging export brands through a tourism destination brand
17-Jin-Soo Lee, ,Ki-Joon Back (2008): Attendee-based brand equity Tourism Management Volume 29 April, Issue 2 Pages 331-344, https://doi.org/10.1016/j.tourman.2007.03.002
19-Kaneva, N. (2011): Nation Branding: Toward an Agenda for Critical Research, International Journal of Communication, p 117 –141
20-Katharina Petra Roth/Adamantios Diamantopoulos/Mª Ángeles Montesinos (2008): Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study. Springer
21-Keller, K. L. (2008): Strategic branding management: Building, measuring, and managing brand equity (3rd ed.). Upper Saddle River: Prentice Hall.
22-Liu, B. F. & Kim, S. (2011) How organizations framed the 2009 H1N1 Pandemic via social and traditional media: Implications for U.S. health communicators , Public Relations Review , 37(3), PP.233-244.
23-Luo, H. R. (2020): Analysis on the Application of New Media in Tourism Management, Journal of Shanxi Agricultural Economics, 22, 108-109
24-Marcin Szczepanski (2019): A decade on from the crisis Main responses and remaining challenges EPRS | European Parliamentary Research Service
25-Roberts, V. (1994): (Flood Management: Bradford Paper), Disaster Prevention and Management, 3(2), pp. 44-60.
26-Salah Hassan and Abeer A. Mahrous (2019): Nation branding: the strategic imperative for sustainable market competitiveness, Journal of Humanities and Applied Social Sciences Vol. 1 No. 2, pp. 146-158 Emerald Publishing Limited
27-Salman, D., Tawfik, Y., Samy, M. and Artal-Tur, A., (2017): A new marketing mix model to rescue the hospitality industry: Evidence from Egypt after the Arab Spring. Future Business Journal, 3(1), pp.47-69.
28-Konecnik, Maja, & William C. Gartner. 2007. Customer-based brand equity for a destination. Annals of Tourism Research 34(2): 400–421
29-Steven Pike, Constanza Bianchi (2013): Destination Brand Equity for Australia: Testing a Model of CBBE in Short-Haul and Long-Haul Markets
30-Suzan B. Hassan, Mohammad Soliman(2021):COVID-19 and repeat visitation : assessing the role of destination social responsibility, destination reputation, holidaymakers' trust and fear arousal, Journal of destination marketing & management. - Amsterdam: Elsevier, Vol. 19.2021, p. 1-11
31-Abd al-Latif, Tamir& Abbud, Dina& Abd al-Azim, Sarah Muhammad Mamduh. 2019. The role of advertising design in nation branding (with applying to India branding campaign in 2002). Journal of Architecture, Arts and Humanistic Science،Vol. 2019, no. 18, pp.80-91
32-.https://www.who.int/ar/emergencies/diseases/novel-coronavirus-2019 (Retrieved on Oct. 2021)
33-https://www.branding-institute.com/rated-rankings/rated-ranking-country-brand-index-201213(Retrieved on Mar. 2022)
34-https://www.facebook.com/tourismandantiq(Retrieved on June 2022)
35-https://twitter.com/ExperienceEgypt (Retrieved on June 2022)
36-https://twitter.com/TourismandAntiq(Retrieved on June 2022)
37-http://www.antiquities.gov.eg/DefaultAr/Pages/default.aspx(Retrieved on June 2021)
38-https://www.facebook.com/Think.Marketing.Magazine(Retrieved on Mar 2022)
39-Ministry of tourism and Antique annual newsletter (Retrieved on April 2021)
40-https://ancientworldonline.blogspot.com/2016/07/new-open-access-journal-newsletter-of.html(Retrieved on Oct 2021)
41-https://www.travel-impact-newswire.com/2011/02/egypt%e2%80%99s-prescient-tourism-slogan-%e2%80%9cwhere-it-all-begins%e2%80%9d/(Retrieved on MAY 2022)
42-https://www.facebook.com/tourismandantiq(Retrieved on Mar 2022)
43-https://haveneg.com/13536/ (Retrieved on May 2022)
44-https://www.facebook.com/groups/857117751474472/ (Retrieved on June 2022)
45-https://www.alwakeelnews.com/Section_39/(Retrieved on Nov. 2021)
View on SCiNiTO
Top