Tourism to Egypt dropped precipitously in the aftermath of the Arab Spring as political upheaval continued to make headlines. Watching news footage shot around Tahrir Square in Cairo, potential visitors were put off. So the Egyptian Tourism Authority worked with JWT Cairo to convincingly demonstrate that the rest of the country was safe and enjoyable for travel. At last year’s ITB Berlin, one of the biggest events in the tourism industry, the Tourism Authority live-streamed feed from cameras set up in tourist destinations around Egypt. For three days, video of beaches, palm trees, historic sights, urban areas, etc., were projected on giant screens. The live stream also was tweeted, with #cometoegypt going viral on social media.
Today’s consumers are looking for authenticity, and live-streamed footage offers the real deal: Consumers can verify the facts with their own eyes. In Australia, for instance, the company Ecoeggs offers an online ChookCam trained on their free-range chickens, assuring consumers that the hens “ graze on open pastures,” as promised. “Egypt Live” won a silver for Interactive and a bronze for Media at Dubai Lynx 2013.