Helping Egypt become a major player in global IT outsourcing
Egypt’s ITIDA (Information Technology Industry Development Agency) faced major obstacles in its ambition to make Egypt a serious contender in the world’s large and growing IT outsourcing industry. Leading competitors like India and China were well-entrenched, well resourced, and well known in the marketplace. Egypt, by contrast, was widely viewed as the home of history rather than of a technological future.
The Egypt On logo: Clear, simple, campaignable
Brand guidelines and training program
Photographic art direction reflecting modern Egypt
Visual system
Film created for use at trade shows and conferences
Print collateral promoting Egypt to Western investors
Developed concept: allowing for varying stand footprints
Billboard animation
Example of the system in action: Egypt On stand at the ITU Telecom World, Geneva
Recommended Websites
The solution
Egypt could not, we argued, forge ahead under the essentially bureaucratic-sounding ‘ITIDA’; name. We created a new brand: Egypt On – positive, dynamic, projecting a forward-looking powerhouse. A new website, a high-profile trade fair, a ten-fold increase in international media coverage and a major industry award rapidly helped Egypt transform its image among international investors, global corporations and other key stakeholders.
The result
Egypt for the first time joined the industry benchmark ‘Gartner Top 30’. It beat competition including India to win the UK Outsourcing Association’s ‘Destination of the Year’ award in 2008, followed by the European Outsourcing Association’s ‘Destination of the Year’ in 2010. And influential industry advisors Tholons promoted it to 7th place among the world’s emerging outsourcing cities.
