Crafting the Global Narrative for One of the World’s Most Spiritual Sites
Egyptian Ministry of Tourism & Antiquities
Destination: St. Catherine, Egypt
Engagement: 2022 – 2023
St. Catherine Mountain, a powerful historic and religious site for Islamic, Christian, and Jewish faiths, had not been optimized for tourism, nor effectively integrated within Egypt’s overall tourism offering. Recognizing the site’s enormous potential, the Ministry of Tourism and Antiquities of Egypt retained Twenty31 and our creative partner CROWD to develop a unique brand strategy utilizing a triple-bottom line development approach to position the town and monastery of St. Catherine as a leading cultural and spiritual destination.
Community engagement
We engaged the Mayor of St. Catherine, religious leaders of the St. Catherine Monastery, and the working teams of the Ministry of Tourism and Antiquities and the Ministry of Housing, Utilities and Urban Communities to create a cohesive, all-encompassing brand strategy. Emphasis was placed on ensuring strong engagement of the local Bedouin community, assuring them that over time, as more travellers were to visit St. Catherine, there would be real opportunities to merge sustainable tourism with their traditional way of life for social and economic benefit.
Developing a brand platform
A new brand narrative, Egypt Alive, was created to offer cultural, spiritual, and historic context for the destination. It included the story of the Transfiguration/Tajalli for multiple traveller segments, including those examining its ties to Christianity, Islam, and Judaism.
Brand innovation labs
We organized workshops leveraging design thinking principles with steering committee members – key stakeholders of Egyptian tourism – to co-create an appropriate and resonant branding strategy.
Egypt is now better leveraging this cultural asset for sustainable tourism growth and to support the on-going development of its coastal beach resort areas. Our efforts have also contributed to establishment of community-based tourism and employment opportunities in mountain and desert areas in the region. Egypt has successfully introduced the larger world to Tajalli, St. Catherine.
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Crafting the Global Narrative for One of the World’s Most Spiritual Sites
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