Bad Examples

Example 1 Example 2

• Sphinx is ancient so it’s not a recent achievement within the last 10 years

• Egyptian middle-class don’t go there for picnic

• Lifestyle doesn’t reflect a representative Egyptian lifestyle but rather that of tourists

Good Examples 1

Front Side Back Side (max 150 words)• During 2009, Egypt's IT Sector has empolyed more

than 500,000 Egyptians. This sector is now being served by multitude of increasing professional services such as training, real estate, communication, legal, logistics, etc.

• Egypt’s communications and IT (CIT) sector is one of the fastest growing in the world, and the country is host to 1530 foreign and local CIT companies. An integrated strategy aiming at developing the CIT sector was launched by the government as early as 1999. Called the Egyptian Information Society Initiative, the strategy aims at e-readiness in every respect. The legal framework is being improved, especiallly after the issuance of the Communcation Organization Law in 2004. The CIT sector has attracted investments of EGP 15 billion since 2003 and Egypt is expected to acquire a good share of the overwhelming trend towards Business Process Outsourcing, and already ranked in 12th place in 2005 among the top 40 outsourciing locations worlwide.

• rare view of convincing Egyptian faces in modern working environment

• photo is greatly explained by the text that is strengthened by convincing numbers

• brands are not encouraged although ok.• Egyptian IT is a convincing successful industry for many

Egyptians• audience are middle-class Egyptians who work in similar

environment but has never seen it in framed as such• Trend up (growing)

Good Example 2

Front Side Back Side (max 150 words)• Smart Villages Company was founded in 2001

to establish a branded chain of Technology and Business Parks on the local and regional levels. Smart Village Cairo, the first operational Technology and Business Park in Egypt, prides itself to accommodate Multinational and Local CIT Companies, Financial Institutions and Banks, together with Governmental Authorities on 3 Million square meters in the west of Cairo. Full-fledged business community services, distinguished emblematic buildings rising across State of the art Infrastructure and, Environmental excellence demonstrate Smart Villages Company professional capacities as a regional key-player in conceptualizing, planning, delivering, and, managing operational and profitable Business Parks.

• true Egyptian institution that is not yet known to Egyptian middle-class in images

• Trend up (growing)

Good Example 3

Front Side Back side (max 150)• Safaris in Egypt are becoming a popular

passtime for many middle-class Egyptians. Sand-boarding on dunes as well as 4x4 groups spending vacations in one of the emerging beach or mountains ecolodges. Safe Hiking, diving, 4x4ing, are practiced and most are showing respect to Nature and Natives traditions in their behaviour.

• very Egyptian• trend up (growing)• Unknown to older generation of the

middle-class Egyptians• Quite successful