Advertising strategies for maintaining nation brand equity in times of crisis “Egyptian tourism advertising campaigns as a model” | ||
| International Design Journal | ||
| Article 24, Volume 12, Issue 5 - Serial Number 48, September and October 2022, Pages 243-260 PDF (2.14 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/idj.2022.260609 | ||
| Author | ||
| Nancy Abdalla Mohmed Fakhry | ||
| 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. | ||
| Keywords | ||
| nation brand; brand equity; advertising campaign; tourism advertising; Egypt | ||
| References | ||
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