The Background
First Choice had been operating in Egypt's Red Sea Riviera for years, with a well-established presence in Sharm and a portfolio of exclusive properties across several new resorts they wanted to bring to market. The brief was as much about quality and value as it was about destination awareness.
The Brief
The campaign needed to put four Red Sea resorts on the map — Taba, Taba Heights, Hurghada and El Gouna — and make families want to book now, not later. The target audience was women aged 25-54, accessible via Manchester and Gatwick, and the sell was simple: great value, family-friendly, sunshine all year round. Media placement was in women's magazines, so the creative had to earn its place on the page.
The Creative
We wanted to own the family market visually, but with a twist. Not just kids on a beach building sandcastles — kids on a beach building sandcastles shaped like pyramids. A simple, smile-inducing idea that rooted the campaign firmly in Egypt without saying Egypt out loud.
The headline did the rest: "Egypt's seven wonders. Perfect for little treasures." The seven wonders being the seven resorts we were selling.
Warm, happy, clever without being clever for its own sake. Exactly the kind of ad that makes someone look up from their magazine and start thinking about booking a holiday.