#ThisIsEgypt tourism campaign backfires

As noted by a Washington Post story, tourism officials in Egypt used this video to launch a new hashtag campaign, #ThisIsEgypt:

This is not what they were going for:


Now, that being said, it would be inaccurate to call this one a complete disaster. Many of the tweets – I’d even say most – did stick to the intent of the campaign, and the results were stunning:

Here’s what is so interesting about this campaign: Despite the fact that the majority of the tweets were faithful to the intent of the campaign, there is still ample negative news coverage about how the hashtag campaign backfired.  I don’t know if this was a net positive for the country, but I am going to guess that it was not, and that’s truly the lesson in this: All it takes is a few negative questions and tweets to ruin a hashtag promotional effort.  Again – by and large – I think we have hit the point where these type of events are just not worth it.

Tweets and Consequences

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