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In a ceremony in Cairo, Her Excellency Dr. Rania Al Mashat; Mr. Ahmed Youssef, Chairman of Egyptian Tourism Promotion Board (ETPB); and Discovery Vice President and General Manager for Middle East & Africa, Amanda Turnbull, signed a deal that will see Discovery produce content for Egypt Tourism on a global level.
The long-standing relationship between Discovery and Egypt Tourism was originally established in 2005. It has subsequently evolved and strengthened, encompassing digital platforms and additional markets since 2016. The 2019-2020 agreement will see Discovery produce advertising and content for linear and digital for Discovery Channel, TLC and Travel Channel across Sweden, Denmark, Finland, UK, Germany, Italy, France, Poland, Middle East North Africa, South Eastern Europe, Russia, India, South East Asia, Japan, Argentina, Brazil, Mexico, USA.
The announcement further cements Discovery’s commitment to Egypt, with the television network boasting many existing ties to the country. In addition to the birthplace of its flagship Arabic cooking channel, Fatafeat, Egypt is home to Discovery’s key production house partners Captain Boy, FilmMedia and WaterFlame, while many key Fatafeat talent, including Chef May Yacoubi, Salma Soliman and Hatem Mattar all hail from Egypt. The country has also played host to several significant milestones for Discovery, including ‘Expedition Unknown: Egypt Live’ – a first-of-its-kind live broadcast.
Commenting on the partnership, Amanda Turnbull said: “We are delighted to further strengthen our long-standing relationship with Egypt Tourism as its only non-news network partner. Our expertise allows us to showcase the many wonders of Egypt as part of our unprecedented factual entertainment offering, as well as communicate the breadth of historical and tourism offerings across Egypt to far-reaching corners of the globe.”
“The diversification of marketing and media platforms, a key pillar of the Egypt Tourism Reform Program, contributes to the changing narrative of the sector. The combined appeal of the beauty of Egypt and warmth of our people is the foundation of the significant growth in out country’s tourism,” said H.E. Dr Rania Al-Mashat.
Reaffirming the robust relationship between Discovery and Egypt, in 2015 Discovery Education – the global leader in standards-based digital content for primary, preparatory and secondary students – was selected by the government of Egypt as a primary partner for providing dynamic Science, Technology, Engineering and Maths (STEM) focused educational media content to the Egyptian Knowledge Bank (EKB).
Discovery sits alongside Egypt Tourism’s other partners for 2019, including CNN, Expedia, Ctrip, isobar and Beautiful Destinations.
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About Discovery:
Discovery, Inc. (Nasdaq: DISCA, DISCB, DISCK) is a global leader in real life entertainment, serving a passionate audience of superfans around the world with content that inspires, informs and entertains. Discovery delivers over 8,000 hours of original programming each year and has category leadership across deeply loved content genres around the world. Available in 220 countries and territories and nearly 50 languages, Discovery is a platform innovator, reaching viewers on all screens, including TV Everywhere products such as the GO portfolio of apps; direct-to-consumer streaming services such as Eurosport Player and MotorTrend OnDemand; digital-first and social content from Group Nine Media and a strategic alliance with PGA TOUR to create the international home of golf. Discovery’s portfolio of premium brands includes Discovery Channel, HGTV, Food Network, TLC, Investigation Discovery, Travel Channel, MotorTrend, Animal Planet, and Science Channel, as well as OWN: Oprah Winfrey Network in the U.S., Discovery Kids in Latin America, and Eurosport, the leading provider of locally relevant, premium sports and Home of the Olympic Games across Europe. For more information, please visit https://corporate.discovery.com / and follow @DiscoveryIncTV across social platforms.
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