Business Today Egypt | October – November 2023, Special Edition

Advertising
“For instance, the Egyptian pop star Amr
Diab was featured in the advertisement of one
mobile operator, which has garnered more
than 16 million views on YouTube, increasing
brand visibility and recognition,” El-Chime
elaborates.
Diab’s partnership with the mobile company
has allowed fans to subscribe to an SMS service
—Amr Diab World—that provides exclusive
news, songs and more content from the superstar.
By associating brands with well-known personalities,
advertisers can tap into the emotional
connection and exploit the fan loyalty
that audiences have for celebrities. This form
of advertising helps build trust and credibility,
influencing consumer behavior and leading to
increased brand recognition and sales.
“Television shows, movies, music videos and
other forms of entertainment currently rely on
sponsorship and advertising revenue to cover
production costs and generate profit. Entertainment
content is a major source of revenue
for Egypt’s economy in direct and indirect,” El-
Chime says of the entertainment marketing’s
contributions on the economy.
In 2022, the World Tourism Organization
stated that entertainment contributed 9.1% to
the Egyptian gross domestic product, offering
more than 2.7% of the job opportunities.
“For its part, the government collects more
than EGP 5 million from the entertainment
sector yearly, according to the economy professor,”
El-Chime adds.
These are not exclusive approaches, as some
brands may choose to sponsor a TV series or a
movie according to their marketing strategies
and objectives, and some partner with studios
to launch joint marketing campaigns that leverage
the popularity of upcoming movies.
El-Chime notes that generally advertising
provides financial support for production
and generates revenue for entertainment
platforms. It also enables targeted marketing,
56 November 2023 www.businesstodayegypt.com