El Gouna , The Egyptian fully-fledged, complete resort town on the Red Sea coast. El Gouna is a premium destination with excellent services as well as natural beaches and year-round sunshine.
Spending a vacation in premium destination will positively affect your logical state of mind and definitely will enriched emotional experience. This fact ignited a brilliant tagline for El Gouna latest campaign calling it “El Gouna – State of Mind”
El Gouna “State of Mind”
Mood Vs. Destination
Seven years ago, Coke stopped focusing on the taste and integrated the concept of happiness in Coca Cola marketing campaigns. Coke is closing down “Open Happiness” to start a new global campaign called “Taste the Feeling”!
Neuro-marketing evolved the old school marketing concepts to send subliminal messages to consumers below the threshold of sensation or consciousness aiming to build emotional connection between consumers and brands.
El Gouna State Of Mind Campaign meant to deliver effective subliminal perceptions that will sticks in consumers’ minds and influence them to experience the state of mind of El Gouna.
No matter what type of person you are, your lifestyle, what you do, where you go, there is in every place in El Gouna a specific mindset that cannot be found any-where else nor described in words this is why it is a State of Mind…#ElGounaStateOfMind
Reality Vs. Expectations
While most of the people think of marketers as liars and today’s digital photo manipulation, special effects and portrait retouching made it easy to introduce a beauty shoots that not necessarily exists in reality. Consumers regularly watch footage in ads that differ from reality and customer expectations sometimes conflicts with what we were told or what we really think, On contrary comes the beauty of El Gouna.
After you go though organic photos captured by people visiting El Gouna, you will be left guessing what is the difference between the real photos and the photos used in the campaign!
Digital marketers will even think of the photos we found on Instagram as a treasure and it would be more than enough to run a crowd-sourcing campaign that reflects El Gouna “State of Mind”.
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Creative Agency: Momentum Egypt
Client: Orascom Hotels & Development – El Gouna
Account Team: Nihal Nashed / Malak Nour
Engagement Executive: Rania Gueneid
Creative Director: Meryl Elafifi
Studio: Moheb Samir / Ekramy Ishak
Production House: The Film Marshals
Photographer: Ahmed Othman
Assistant Photographer: Donna Gouda
Retouchers: Ahmed Othman – Hossam Ahmed