Ski Egypt

The Egyptian North Pole

SKI is the first indoor ski resort in the Middle East that provides a truly magical wintry adventure. Visitors can enjoy a lot of activities during their trip at Ski, such as playing in the snow park, skiing or snowboarding on the slope, and meeting the penguins through a special encounter.


Ski Egypt




Awareness Digital Media Planning & Buying

The Challenge

After its success in the UAE with Ski Dubai, Majid Al Futtaim was embarking on a new challenge - Ski Egypt. While getting Egyptians to visit the first ever ski resort and snow park in Egypt is not really difficult, our challenge was clear: the second visit.

How do we position Ski Egypt as more than just a ski resort, but a top entertainment destination for family and friends?

Insight & Strategy

Focusing on the insight that Egyptians know nothing about snow, we introduced “The Egyptian North Pole”, through a Facebook page and Youtube channel.

With in-stream ad placement on both platforms we maximized reach and created a “talk of town” buzz.

When excitement was at its peak, the ‘reveal’ campaign was launched and Ski Egypt along with the endless activities and possibilities it offers was introduced


Incremental reach - total actual reach +5M users
More views for in-stream video vs. industry average Facebook and Instagram industry average.
More in-stream video views compared toYouTube industry average