Discovery Networks Europe signs Pan European sponsorship deal for Egypt week

The campaign will launch simultaneously with Discovery Channel's Egypt Week programming special on 27 March and will be fully integrated both on the channel and the company's interactive platforms.

Under the terms of the deal, the Egyptian Tourist Authority will receive credits around all programmes broadcast on Discovery Channel during Egypt Week and branding on all on-air promotions. In addition, the channel will run specially created short-form programmes that bring to light the wonders of modern Egypt for its viewers.

In terms of online activity, the Discovery Channel Egypt Week website will include a comprehensive guide to ancient Egypt together with tips and advice for travellers, which will be available in 10 languages. In addition, Discovery Channel will host an interactive competition to win a luxury Egyptian holiday for two people. Viewers will be able to enter online at www.egyptnow.com or via interactive TV. Digital satellite viewers can press their red button when a mummy graphic appears on the screen to access the competition.

"Across EMEA, programmes about Egypt continue to excite and fascinate our audience," said Becky Morgan, Director of Key Accounts for EMEA, Discovery Networks Europe. "Working closely with The Egyptian Tourist Authority, we have developed an integrated sponsorship package which appeals to a wide range of different audiences. The unique ways we've integrated the messages about contemporary Egypt into our content on the channel and online will enhance our viewer experience and make a meaningful connection."

Leading London based media agency Initiative brokered the sponsorship. Jamie Leach, International Strategic Planning Director at Initiative, speaking on behalf of The Egyptian Tourist Authority, commented: "Egypt Week on Discovery Channel provides us with a perfect opportunity to raise awareness for Egypt as a holiday destination. The fact that our sponsorship extends to the web and interactive TV means that we can reach Discovery's audience through multiple platforms."

Egypt Week kicks off on Discovery Channel in the UK, continental Europe, the Middle East and Africa on 27 March with a week of programme premieres including, 'Rameses' and 'Mummy Autopsy'.