Marketing Plan for Ras El Bar

Submitted to:
Dr. Ahmed El Samadicy
Submitted by:
Menna El Shahawy 20220567
Nour Abo Bakr 20220534
Nourhan Hossam 20220766
Randa Mohamed 20220531
Yara Aziz 20220535
Acknowledgment

“We would like to express our special thanks of gratitude to our

Professor Ahmed El Samadicy who gave us the golden opportunity
to do this wonderful Marketing plan and we are really thankful to
him.”

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Table of Contents

Executive summary.............................................................................................................4
Introduction..........................................................................................................................4
Situation analysis.................................................................................................................5
Market summary..............................................................................................................5
Micro and Macro Environment........................................................................................6
Macro environment..........................................................................................................8
SWOT............................................................................................................................10
TWOS............................................................................................................................12
Competition:......................................................................................................................14
Marketing strategy.............................................................................................................15
Objectives.......................................................................................................................15
Segmentation..................................................................................................................15
Targeting........................................................................................................................15
Positioning.....................................................................................................................16
Marketing mix...................................................................................................................16
Marketing campaign..........................................................................................................22
Financials...........................................................................................................................26
References..........................................................................................................................27

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Executive summary
Ras El Bar, which is translated to “head of land”, is one of the spectacular touristic
destinations in Egypt that is forgotten by or not familiar with most of the people. It is a
resort city in Damietta which is located at the mouth of Damietta’s Nile branch and the
Mediterranean Sea. That is why Natural Views are one of the strength points of the city.
The Lessan is one of God’s miracles where the Mediterranean Sea meets the Nile but
they don’t actually mix together. People can come to Ras El Bar and stay in hotels, which
range from luxurious and basic ones, or they can rent houses. Moreover, prices range
between 760 EGP per night and 2,000 EGP per night. A marketing campaign with an
advertisement are to be conducted to attract the targeted segments. These segments are
middle aged people, adults aging from 16 years old and above and finally people who
live in Greater Cairo and Alexandria.
One of the main objectives is to reposition Ras El Bar in people’s mind and heart. Also,
uplifting Ras El Bar’s public image is one of the important aims of this marketing plan.
using information technology to control feedbacks and monitor hashtags concerning Ras
El Bar is crucial for taking corrective actions and improve the city to achieve the
objectives.

Introduction
Ras El Bar, where almost all of us have memories, is one of the most attractive
destinations anyone could go to in Egypt. It is a little island in Damietta that overlooks
the Mediterranean Sea from one side and the Nile from the other side (Ahmed, 2017).
Ras El Bar was once a high-end holiday resort. But unfortunately, it lost some of its
appeal recently. This is mainly because people nowadays started to spend their summer at
the North Coast (Aratani, 2020). Accordingly, Ras El Bar is considered in the dog
quadrant of the BCG Matrix. This is mainly because its market share in tourism is very
low and also its growth rate is very low in comparison with other touristic destinations.
Ras El Bar can seem as an ordinary destination for a vacation. However, it has so much
to offer. Get yourself ready to dazzle your eyes with the breathtaking view of Al-Lessan,
which is located in the extreme northern part of this peninsula. The Lessan is the point
where the Nile meets the Mediterranean Sea without blending together. it was mentioned
in the Holy Quran for three times stressing out God’s power that made an invisible
separator between the Nile and the Sea (Ahmed, 2017).
Ras El Bar witnessed so many great battles. That is why it is one of the historic spots in
Egypt. Also, its name experienced several changes from ‘The Great Green Sea’ by the

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Pharos, ‘The Roman Sea’ by the Romans and now ‘Ras El Bar’ by some
sailors (Ahmed, 2017).

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Situation analysis

Market summary
Target Customer need Benefits
segment
Teenagers Variety of activities to do, concerts, Ras el bar has all the activities they need
affordable places to stay in like fishing, swim with the dolphins. We
can find different types of concerts to
match all needs. Different restaurants to
satisfy different needs, affordable hotels
to stay in.
Families Enjoyable Places for all the family There are many types of activities like
members especially the children to Nile cruses; see dolphins in the see, the
enjoy, safety places, facilities beaches, different type of restaurants to
satisfy different tastes. The hotel has
guards everywhere for the safety of
children. There are a lot of kids' area and
one of them called (amusement park).
Couples Luxury hotel, high hygiene, Ras el bar has a 5 stars hotel that has
privacy, and different programs excellent hospitality called Steinberger
Hotel El Lessan with an amazing view,
there are 5 stars restaurants in the hotel to
satisfy their needs, and they can enjoy the
Nile cruses during the sunset.
Adults Activities, good hotels to stay in, Ras el bar have wide variety of activities
relaxing programs. for adult the beaches, fishing, swimming
with the dolphins and many other things.
Ras el bar have wide variety of hotels to
satisfy the variety of needs. Ras el bar has
different types of places to relax and quite
places for lunch and dinner.
Elders Good hotels to stay in, quite places, Ras el bar has wide variety of hotels to
medical tourism. satisfy everyone need. There are different
places to enjoy the quietness during the
sunset on the beach. Watching the wild
birds at manzala lake and although has
place for medical tourism.

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 Micro and Macro Environment
Micro Environment
It has a huge impact on the tourism in Ras el Bar through:
1. Suppliers :
Also known as service providers that include airlines, hotels, transportation companies,
food and beverage companies and recreation companies (amusement companies). The
accommodation companies mainly tourism firms that provide supporting services
accommodation, food and recreation services to travelers. The relationship between the
suppliers and customers should be cooperation-oriented (trust-oriented) relationship, so
they could earn the customer/ guests trust to come and spend their vacation in Ras el
bar. (Buyukkeklik, Ozoglu and Kemer, 2014)

In other words, The suppliers are the organizations that supply the components of the
tour such as hotels which provide accommodation for guests. (Camilleri, 2018) There
are mainly six hotels in Ras el Bar that range from luxurious to standard hotels. Or
transportation companies that offer rides from and to Ras el bar as well as
transportation inside the city.
Since, Most of the customers seek to book their vacation online, The suppliers and
wholesalers may sell directly through their website or through travel search engine
which basically compares different websites to get the best offer. (Camilleri, 2018)

2. Overview on Ras el bar :

Ras el bar is located at Damietta governorate it is known as the coastal gem, it is a
small city , however, it is very known as it has one of the outstanding views in the
world as the Nile meets the Mediterranean sea however they never mix. (Aravanis,
2020). There is a variety of hotels in Ras el bar to meet different customer categories
from luxurious to standard hotels such as:
1. Steigenberger Hotel El Lessan.
2. Alwady Hotel.
3. Teba Ras El-bar.
4. ELmena Beach.
5. GOGO palace.
6. Omar El Khayam.
7. Grand Hotel Ras El bar.

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3. Customer:
Ras el bar has bunch of activities and different types of tourism which attracts
individuals or families who seek to spend their vacation, do different activities, enjoy
tranquility and nature, However, The change in the customer preference that they want
to spend their vacation in other places, the customer perception of Ras El bar as an old
fashioned, boring, polluted place to visit.

4. Distributors:

The wholesalers link the suppliers to the retailers, the wholesalers are known as tour
operators. Wholesalers and retailers are considered intermediaries or middlemen.
(Camilleri, 2018)

The wholesalers provide complete tours for sale including accommodation and
transportation. They are classifies into two categories either inbound or outbound
operators. In which the inbound operator arrange vacations for tourists visiting the
country that the wholesaler operates in, while the outbound arrange vacations outside
the country the wholesaler operates in. (Camilleri, 2018)

Then comes the role of the retailer which is also known as the travel agent who sells
tours to the consumer as they plan the vacation to suit the customers’ needs to capture
the sale. Most of the time travel agents are paid commissions by the suppliers or
wholesalers for sales made on their behalf.
The travel agents may work either online or through physical premises in which
customers seek advice, information on different places to spend their vacation.
(Camilleri, 2018). They are considered to be one-stop travel shop as they carryout all
bookings and help customers with their queries. (Tourism Council WA, 2020), so they
may enhance the tourism in Ras el Bar by recommending it to the customers.

5. Competitors :
We have direct competitors such as vacation destinations on the Mediterranean sea
such as North coast, Marsa Matrouh and Indirect competitors such as vacation
destinations on the Red sea and other touristic places such as Sharm el Sheikh, Marsa
Allam, Dahab, Nuweiba, Hurghada, Ain el Shokna and Luxor.

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 Macro environment
It has impact on The tourism in Egypt
1. Demographic
 The current population of Egypt is 104,718,918 in September, 2021, the population is
growing at a rate of 1.94% in which the population increase by 2 million a year. The
current population of Damietta 76,839.
 About 60% of the Egyptian population are below 30 years old. This rapid increase in
population is a threat to the economy as one-third of the population are below the
poverty line and the unemployment rate is around 10%. (world population review,
2021)
 Average income for a family in 2021 is equal to EGP 76,000 annually, equivalent to
EGP 6,000 per month. (Stohy, 2021)

2. Economic
 The Egyptian economy is slowly recovering since 2016. Accordingly a national
program developed by The Egyptian authority to promote economic recovery, focus
on country's fiscal and balance of payments deficits and create job opportunities for
people.
 Egypt faces a problem of increased food prices and unemployment
 The inflation rate has decreased from 31%in 2017 to 5.4% in July of 2021 then
increased again to reach 5.7% in August of 2021 due to increase in prices of food,
however, according to the central bank the inflation is well in the range between 5% to
9%.
 The economic situation such as inflation, increase in prices and weakness of the
Egyptian pound relative to U.S dollars may affect what domestic tourists do in
destinations specifically shopping and expenditure on imported goods.
 The Ministry of Tourism in Egypt is doing huge efforts that reduced the effect of
economic variables on domestic tourism through reducing the operating expenditure
for hotels to reduce the total cost that reduced the impact of economic variables on
travel decision. (Anter, Atia, and Salama, 2017)

3. Socio-Cultural:
The tourism in Egypt is affect with trend aspect as social media plays a huge role in
formulating the trend for tourism. Tourism was considered as wanderlust which is
basically desire to travel and explore now its more of method of expressing social class
and purchasing power which puts peer pressure on people who want to spend their
vacation. (Farooq, 2019)

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 The tend may affect us negatively as people follow the trend of travelling
to North coast, Dahab or El Gouna as well as other cities that receive social media
focus, however, The social media may impact Ras el Bar positively if it is trending.
4. Technological:
The technological advances may boost the tourism as now you can book your
accommodation from a variety of hotels at just one click and compare prices on search
engine so you can get the best deal, this also applies for the transportation as you can
choose your transportation method online which saves both time and money for
travelers.

5. Environmental:
Egypt faces Environmental problem concerning scarcity of fresh water mainly from the
Nile as well as the deterioration of beaches, coral reefs and marine habitats due to the
marine pollution. Another problem that threatens the environment is the air pollution
due to car exhaust. Therefore The National Environmental Action Plan (NEAP) sets
base for the development of local environmental initiatives and actions to support the
sustainable development of Egypt. Its important to enforce the environmental standards
to protect the environment in Egypt, when the environment in Ras el bar is enhanced
this will attract the customers. (EEAA, 2001)

6. Political:
The political instability may cause the tourism to decline in Egypt just like what happened in
2011 due to 25th of January Revolution and terrorism attacks that happened in Sinai
years later, However, Egypt is nearly stable which will in turn increase the tourism.
7. Legal :
The Government puts its efforts to protect the touristic sites which will provide safety
for tourists and enhance the tourism in Egypt. In addition to the ease of obtaining Visa
either online or upon arrival in the country which makes travelling to Egypt easier than
other countries that require complicated documents in order to obtain Visa. ( Khodja,
Ballester, Patrice, 2019 ). Corona virus limitations as Egypt is considered as red zone for
some countries.

8. Natural forces :
One of the most natural resources that Egypt has is River Nile as Egypt depend mainly
on it as the main source of water and its water is used to generate hydroelectricity,
transportation and irrigation of agriculture fields. The High Dam plays an important
role of generating clean electricity as it has 12 turbines each with capacity of 175 MW.
(Kiprop, 2019). Also The Egyptian climate is sunny most of the year which provides

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 another source of clean electricity which in turn plays a huge role to
decrease the dependence on coal and petrol to generate electricity which will decrease
the pollution.

SWOT
The internal part (strength and weakness)
Strength:

 Good weather: Ras el bar has a lot of strength points we can start with the good
weather that Ras el bar has all the time of the year especially in summer. The climate
there is amazing most time of the year because of sun, beach and Nile
 Natural views: talk about the natural views we can enjoy during the day and the
sunset, although can enjoy walking on the Lessan during the sunset and the weather.
 Religious tourism: in Ras el bar you can find meeting of the Nile with the
Mediterranean Sea that people can come all over the world to see this miracle that
said in Quran.
 Fishing& sailing: can enjoy fishing and see the dolphins in the sea in amazing
cruise.
 Wild birds: we can enjoy seeing wild birds actually live in Manzala Lake.
 Affordable prices: our prices relative to other summer places. Ras el bar hotels prices
is less than most of all places you can go in summer, also the 5 stars hotels its prices
is good to others.
 Wood crafts: Damietta and Ras el bar are famous with wood, so we decided to do
wood craft as an activity.
 Existence of high quality and well known hotels: Steigenberger hotel el Lessan to
encourage categories like B to visit Ras el bar because it consider a 5 stars hotel.

Weakness:

 High traffic: usually in summer Ras el bar is crowded with people, that they come to
enjoy their vacation.
 Air pollution: Ras el bar face problems related to the environment, which is the air
pollution according to the number of factories there.
 Few investments: Ras el bar don’t have a lot of investments to support it as a
touristic place.
 Little information: there are few available information and photos on the internet.

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The external part (opportunities and threats)
Opportunities:

 Effect of covid19: due to travel abroad restriction, people in Egypt have the chance
to explore more what inside Egypt.
 Governmental development plans: the government increased the facilities and
touristic places in Ras el bar recently. Like el Lessan area.
 Prices of competitors: prices of any relative place are higher than any hotel in Ras el
bar.
 Far locations of destination: far destination for similar cities.

Threats:

 Perception: one of the terrible threats that Ras el bar face that not all categories visit
this place, they categories it as a C class place which is not correct.
 Intensive competition: The hardest threat we face is there are many other options for
summer, many people are resist to change, they have one image in their mind about
the summer
 Adaptation: the fear of adaptation between the different classes.
 Lack of awareness: most of young age people don’t know anything about Ras el bar
 Covid19 impact: people are afraid to go anyplace due to covid19

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TWOS
Strength Weakness
S1: good weather W1: high traffic in summer
S2: natural views W2: air pollution
S3: religious tourism W3: few investments
S4: fishing& Nile cruises W4: little information about Ras
S5: wild birds at manzala lake el bar on the internet
S6: affordable prices
S7: wood craft
S8: existence of high quality and
well known hotels
Opportunities SO strategies WO strategies
O1: effect of S2S4O1:due to covid19, people W1O2: according the
covid19 have the chance to discover more governmental plans to increase
O2: places in Egypt with natural views facilities and build new hotels, it
governmental to enjoy fishing and Nile cruises will decrease the high traffic in all
development S6O1: Ras el bar is an affordable places.
plans place especially after covid19 W3O2: the government focuses
O3: prices of crises and people afraid of on increase facilities and builds
competitors speeding too much money hotels to attract investor to go
O4: far location 2S3O2: The governmental there.
of destination development plans generated an
opportunity for Ras el bar with
different touristic programs like
the natural views of Ras el bar and
the religious tourism
S6S8O3: Ras el bar consider as an
affordable place compared to any
other destinations anyone can go
for, even the 5 stars hotel is
relatively with a good price.
S6O4: people will favor ras el bar
over another places because it's
not as far as other places.

Threat ST strategies WT strategies

T1: perception S3S8T1: the new 5 stars hotels W1T1T4: the perception of Ras

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T2: intensive and the religious tourism will
competition change the perception of Ras el
T3: adaptation bar which is not only for category
T4: lack of C.
awareness S2S6T2: with the natural views,
T5:covid19 different activities, and affordable
impact prices Ras el bar will convince
people go there over any other
place.
S8T4: the well-known hotels will
make people curious to go and
discover Ras el bar
S6S8T3: Ras el bar has different
hotels and places for different
categories to can adapt in one
town.
el bar will change
due to increase of awareness
about Ras el bar and the traffic
will not be high in all places
there.
W3T4: increase the awareness of
Ras el bar will lead to increase the
investments in the town.
W3T5: gradual improvement in
investments to reduce the effect
of covid19
W4T4: increase the information
and photos about ras el bar will
help to increase awareness.
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Competition:
Factor/ Ras el bar North coast Marsa Ain el Hurghada
City Matrouh Shokna
Distance 204 Km 214 km 440 km 135 km 463 km
from
Cairo
Average Average Average= Average= Average= Average =
price per 1,200 per 3,487 per night 2,550 per 3,970 per 3,083 per
night night night night night
Tourism Entertainment Entertainment Entertainment Entertainment Entertainment
types Tourism Tourism Tourism Tourism Tourism
Beach Beach Tourism Beach Beach Beach
Tourism Dark tourism Tourism Tourism Tourism
Geotouris Such Historical Medical Religious
Religious as Memorial of tourism Tourism Tourism
Tourism World War II (Cleopatra (The Sea-port
Medical Military Spa,  Temple Mosque,
Tourism Museum of El of Ramesses Anba
Alamein. And II) Antonius
Commonwealth Dark tourism Monastery)
Cemeteries , Wars and The Grand
German and Forts Aquarium
Italian Tourism:
cemeteries. Rommel
Museum.
Best Spring and Spring and Spring and Autumn and Autumn and
time to summer summer summer winter winter
visit

We compared Ras el bar to North coast, Marsa Matrouh, Ain el Shokna and Hurghada,
and we found out that Ras el bar and Ain el Shokna are considered the nearest cities to
Cairo.
Also, We found out that Ras el bar is the cheapest among them and the best time to visit
Ras el bar, north coast and Marsa Matrouh is during spring and summer while Ain el
Shokna and Hurghada is during autumn and winter.
Most of them has Entertainment and Beach Tourism, while Ras el bar has Geotouris,
Religious and Medical Tourism. North coast and Marsa Matrouh both have dark tourism.
Ain el Shokna has medical tourism in addition to the Entertainment and Beach Tourism.
Hurghada has the grand aquarium which is considered the one of the largest aquariums in

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the world. However, Ras el bar has one of the breath taking miracles in the
world in the Lessan area.

Marketing strategy
Objectives
1. Our Marketing objective is to attract class B segment by repositioning Ras El bar in
people’s mind.
2. Uplifting the public image of the city by increasing awareness about the hidden gems
in Ras El Bar.
3. Aiming to increase the national income of the country and make it more attractive to
attract and spread knowledge to Egyptians about the history, artifacts, as well as
religious sites.
4. Repositioning Ras El Bar to the image like it was once before as the go to vacation
place for the middle class.
5. Show the efforts and the development that the government is doing.

Segmentation
Market can be divided into many different segments. Firstly, the demographic
segmentation according to the age is as follows: babies (0-2 years), children (3-15 years),
young adults (16-39 years), middle-aged adults (40-59 years) and old adults (60 years and
above) (Bing Horng et al., 2001). Secondly, demographic segmentation according to the
income; there are 3 main income levels in Egypt. Class A, or upper class, is the level in
which the average income is 41,100 EGP. while Class C, or lower class, is the level in
which average income is 2,330 EGP (Explorer, 2021). and, there is the middle class, or
class B, which is annual income ranges from 78,000 EGP and 156,000 EGP, a range
between 6,500 EGP and 13,000 EGP per month (Stohy, 2021). Thirdly, the market can be
segmented geographically. Egypt is divided into 27 governorates as Cairo, Alexandria,
Luxor, Aswan, Hurghada, Qena and etc.

Targeting
As Ras El Bar’s strategy is based on differentiation positioning, our primary target
segment is middle-income level class seeking to spend a nice vacation for relaxation
and/or exploration of new places and visit some sights. Middle income level people are
considered a promising segment as it is expected that there will be a growth in the
Egyptian middle-class size in which it will be one of the fastest growing classes in the
world, increasing by 58.2% in 2025, in comparison with 34.3% in 2021. Our secondary
target segment is all young adults, middle-aged adults and old adults whose age ranges

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from 16 years old and above as they are considered as decision makers.
Finally, we mainly target people living in Greater Cairo and Alexandria as their lifestyle
is into vacationing and travelling. Moreover, they are located near Ras El Bar and they
have the highest population in Egypt.

Positioning
Because of using differentiation strategy, Ras El Bar is positioned to be one of the unique
places in Egypt as it is located near the most crowded cities. Also, the Lessan sight is one
of the miracles in the world. It is also considered as a religious sight. So, we will focus on
the new experience people will gain while visiting Ras El Bar through relaxation and
sightseeing.

Marketing mix
1- Product

 Our product is the Egyptian place of Ras El Bar or the "head of land" which is a resort
city in the Governorate of Damietta. It is located on the Mediterranean Sea at the
mouth of the Damietta Nile branch with approximately 25,000 permanent residents.

 Ras El bar has many qualifications that allows it to be one of the best choices for
summer vacations, it has various types of tourism forms from entertainment, beach,
Geo, medical and also religious tourism in addition to its location that is not very far
away from other targeted governances as it is about 216 km away from Cairo and 212
km away from Alexandria.

 Many hotels are operating in Ras El bar to serve tourists at a high-quality service such
as Steigenberger Hotel El Lessan, Dolphin Ras El-Bar Hotel, Al Mena Beach and
Grand Hotel Ras El bar.

Forms of tourisms in Ras Al Bar:

Entertainment Tourism

 Nile panorama: It is a theater located in the middle of greenery, where musical

concerts are held. The city also has the best hotels and chalets built on the banks of the
Nile, and tourism takes place when going to Ras El Bar Park.

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 Aqua Park: park for water games, and swimming pools for children; To
enjoy the sport of swimming, he has also established the Damietta City for Furniture,
and the city is called the bride of tourism.

 Ras El Bar amusement park: It is a children's amusement park, and it contains all
the games that pertain to children, and it has a sports city.

 The Green Hall in Nile Street: which is a place where some art exhibitions of plastic
arts, handicrafts, drawing and sculpture are held.

Beach Tourism

 Ras El Bar Beach: An ancient Sandy beach like the rest of the delta.

 Palm Beach: It was built with environmental materials from palm fronds and trunks
in the area located in the extension of the city, and it is provided with all services.

 Seaside Cournish: It allows enjoying the Mediterranean beach, extending along the
coast of the city, and a coastal promenade with many beach services and a large
number of cafeterias and restaurants.
Geotouris:

 Dolphins that visit Ras El Bar shores.

 Many kinds of Wild birds actually live in the Manzala lake.

 European birds, as in the fall season, many of the immigrating flocks of European
birds pass by Ras El Bar in their course to South Africa

Medical Tourism

 Al-Jarbi: The first areas of physiotherapy in Egypt because it was famous since
ancient times for its dry sand containing thorium, used in the treatment of rheumatic
diseases.

Religious Tourism

 Al-Lesan area in Ras Al-Bar is one of the distinct areas of the land of Egypt, in which
the greatness of the Allah was embodied in the confluence of the Mediterranean Sea

18
 with the great Nile River, as mentioned in Al Qur’an al Karim ( ‫َم َر َج‬
ِ َ‫) بَ ْينَهُ َما بَرْ َز ٌخ الّ يَب ِْغي‬19( ‫) ْالبَحْ َر ْي ِن يَ ْلتَقِيَا ِن‬.
‫ان‬

2- Price

Apartments rent in Ras Al Bar ranges between 300EGP and 2000EGP per night based on
the nearness from the sea shore and area while hotels range from 350EGP to 2500EGP
based on the quality of service and location for hotel

Hotel Name Place Price in EGP

Steigenberger Hotel El Beach front, 0.5 KM from 1900 Per night
Lessan the shore
Dolphin Ras El-Bar Hotel City view, 1.7 KM from 850 Per Night
the shore
Al Mena Hotel Beach front, 2.2 KM from 1200 Per night
the shore
Grand Hotel City view, 1 KM from the 763 Per Night
shore
Omar Al Khayam River View 1250 Per Night

Average price for a day out is about 100 per day including transportation and a meal.
3- Place

Located on the Mediterranean Sea at the mouth of the Damietta Nile branch, it’s location
that is not very far away from other targeted gouvernantes as it is about 216 km away
from Cairo and 212 km away from Alexandria. It can be best reached by Car or buses via
Gamasa Road/Al Mansoura or Alexandria Agriculture Rd/Tanta.

We decided to make logistical alliances with Go bus, blue bus and swvl to provide
transportation services for targeted customers who wish to visit Ras Al bar.

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4- Promotion
We will market to Ras Al Bar using:

 Facebook Sponsored Ads

Tailored message will be designed for both young and elder targeted customers so that
we can best deliver our marketing message for them.

 Newspapers

Most of the elder generation views newspaper as the most reliable source of information
after television hence we can communicate our message to them through this media.

 Instagram Sponsored Ads

Most of the young generation are using Instagram on a daily basis hence we can target
them using this media.

We are aiming to collaborate with booking.com to offer discounts on hotels and

apartments available for rent in Ras al Bar to encourage travellers to try this experience.

5- People

 We have worked on reaching Linkedin profiles for hotels directors so that they can
help in delivering the message to hotel employees and workers to understand how
important their assistance and contribution will add value to their work and place they
lives in.

 Having employees and workers posting daily videos and posts for the live experience
and development in Ras Al bar will encourage others to travel there and will increase
awareness regarding Ras Al Bar.

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6- Process

Reaching travel agencies like Travco and Gazef will help in spreading our marketing
campaign hashtags will generate many viewers to the videos and posts that best shows
the great experience and innovation the city of Ras El Bar developed in the last previous
years.
This shall play an important role in uplifting its position in people’s mind-set.

7- Programs

We are offering vacation plan for those who are visiting Ras Al Bar city for the first time
in addition to prices:

Luxurious Trip “EGP 2,225”

Program Activities Price
Book one night in Steinberg Hotel with sea view 1900 EGP

Enjoy your Breakfast in the hotel then head to Aqua park to 120 EGP
enjoy water games
After swimming and enjoying water games you can head to Nile 100 EGP
street where you can find restaurants and Cafes to have your
lunch meal and enjoy your hot/cold drink
We admit you now have some energy to go to Nile panorama and 65 EGP
enjoy theatre programs and music concerts and enjoy the water
and green view in addition to the view of the intersection between
Nile and Mediterranean Sea
Transportation charges for the day 40 EGP

Cost saving Trip “EGP 925”

Program Activities Price
Book one night in Grand Hotel and enjoy your walking to the sea 760 EGP
shore
Have a great day swimming and enjoying the weather 100 EGP

Enjoy the funfair games at Ras Al Bar funfair 15 EGP

You can enjoy your meal and shop from Al Souq street 50 EGP

Enjoy your walk on the Cournish and visit Al fanar Almost for

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 Free!
Transportation charges for the day 40 EGP

Medication and relax Trip “EGP 2300”

Program Activities Price
Book your night in Omar Al Khayam Hotel that is less than 4 1900 EGP
minutes to the first physiotherapy areas in Egypt “Al Jerbi”
Enjoy your experience in Al Jerbi dry sands containing thorium 200 EGP
used in the treatment of rheumatic diseases
Take your lunch and relax in Café Supreme 200 EGP
Meditate and breathe the fresh air on Ras Al Bar Bay Almost for Free!

8- Physical Evidence
 Spreading the Hashtag of #Revive_Ras_ElBar #‫البر‬-‫ ”احياءـراس‬will allow us to monitor
travellers’ posts and videos to check their experiences and feedback.
 We will conduct a survey to gather opinions and feedbacks from travellers online.
 Few questions can be left in Restaurants, Theatre and hotels as checklist to obtain
feedback from those who are not using social media.
 Hotels can assist by sending survey on the mobile phones for it’s guests.

Marketing mix timeline

January: we will start by launching the hashtag #Revive_Ras_ElBar #‫البر‬-‫ احياءـراس‬, so
we start creating awareness and support our campaign for the old and middle aged adults
to change their perception about Ras El Bar through launching the Facebook and
Instagram campaign.

February: we will focus on Instagram campaign targeting young adults to show them
the beauty of Ras el Bar such as the beautiful beaches, bird watching and the activities
they can do there. This will be supported by online and digital marketing.
March: Start Instagram and Facebook posts about live concerts that will take place in
April for spring holidays as this time is considered to be the start of the spring and
summer season.
April: start promoting to the Om Kalthoum Hologram concert to attract the old and
middle aged adults that will take place in May.

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May: we will use sales promotion through travel agents and search engines
to encourage people to book their vacation in Ras el bar. As the travel agents may play
an important role in recommending Ras el Bar to their customers.
June: we will use Newspaper and digital marketing to raise awareness about medical
tourism that old and middle aged adults seek for health benefits. and we will depend on
the influencers to share photos of the beaches during June till the end of the summer as
they have huge influence on people’s decisions.

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Marketing campaign
As we mentioned earlier in our project, our targeted segment is class B, both males and
females, especially the elders and the youth in Cairo and Alexandria, because they are the
most attractive segment for us for a couple of reasons not only because they will
appreciate the city and the hidden gems in it but also, they are decision makers and the
most profitable segment for our city because segment B is the fastest growing classes in
the world, increasing by 58.2% in 2025, compared to 34.3% in2021. Therefore, we will
talk to every segment the way that will deliver our message correctly for example like
different channels of communication, different ways of delivering the message, different
ads, and different evaluation tools. Our campaign will be seasonal. We created a logo,
slogan, as well as a hashtag specifically for our campaign and our audience and that
hashtag will use is #Revive_Ras_ElBar #‫البر‬-‫احياءـراس‬
Revive means “restore to life” and that is exactly what we are trying to do to this
beautiful city, bringing it back to what it was once before when people knew the city’s
worth.

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Logo:

Slogan: “Where Worlds Meet”

Analysis of Logo and slogan

We are always inspired by the history and the elements that created this beautiful city,
capturing this idea of a logo as our target audience can relate to. We used shades of
blue for two reasons. Firstly, because the blue color reflects the quietness and
peacefulness of the place.
Secondly, displaying the intersection of both “The River Nile” and “The Mediterranean
Sea” where this is the only place you can see this phenomenal view; moreover, we took
the lighthouse as an inspiration of the famous trademark in Ras El Bar as there are many
lighthouses in the city, trying to represent the beacon of help and guidance to many
sailors’ years ago and today.
Finally, we provided a slogan which describes that extraordinary phenomena that
happens only in Ras El Bar where all the adventure starts.

Old and middle aged Adults:

we will talk about the elders, we are going to play on the emotional and nostalgic part,
this segment used to go there when they were younger, and they had a lot of fun and
memories too. In our advertising campaign we can also show pictures of celebrities back
in the day enjoying their vacation at Ras El Bar, the old ads in the newspaper advertising
for the city or for concerts, like pictures shown below:

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The most appropriate ways are through online and offline communication channels for
this segment through:
 Newspaper: because this segment still reads the newspaper and get all the new
information from it, so for us to reach our target audience we will post our ad in the
newspaper. Also, to avoid having a missing nonsocial media user.
Not only we can use old ads but also new ads that we created.
 Facebook sponsored ads: to reach our targeted audience quickly and effectively we
will use sponsored ads on social media especially on Facebook because large
percentage of our audience users Facebook and realize on it for knowing all the latest
news.
 Hologram concert for Om Kalthoum: we are playing on the nostalgic part by giving
them a chance to attend a concert for the iconic artist Om Kalthoum like they used to
once before.

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 Young Adults:
Our second targeted segment is youth which are more into adventures and exploring
new places and activities. Most of this segment didn’t go to Ras El Bar before, therefore
the marketing campaign should include informative information about the place, and the
activities that could be done there. For sure, we will rely on the positive word of mouth
besides our marketing efforts to support our campaign.
For this segment our marketing campaign will be online only through:
 Facebook and Instagram Sponsored ads: this segment uses social media a lot and
mainly relies on getting all the information from it, so using sponsored ads to deliver
our message will be one of the main channels of communication.

We will activate the hashtag on social media, to make people share their experience on
our hashtag and then we can repost it on Ras El Bar’s official account to increase the
engagement on the page.

 TikTok: TikTok is booming right now especially among the youth, so we could take
advantage of this by making TikTok videos about the place. Nowadays, the youth
document their trips, days, outing, they document everything so we can make them
document their outings there and share it on TikTok with our hashtag and reposting it
on our account.

 Influencers: influencers have a great impact on the youth, and they affect the decision
making and the way of thinking. So, according to each program that we designed for
different types of vacation, we can choose the right influencers for it. The influencers
can go on a trip to Ras El bar and show and talk about the beauty of this magical place.
At the end of their trip, they can make 2 of their followers win a trip to ras el bar plus
accommodation.

 Concerts: a lot of singers do concerts there but there isn’t enough sharing about the
information. So the city and the singer will advertise about it on their social media
accounts. Also, we can make more concerts there.

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Financials
Budget “EGP 25,090”
Marketing Media Cost
Facebook Ads 3,145 EGP

Instagram Ads 15,720 EGP

Newspaper charges 4,000 EGP

Influencers: invite them to enjoy their day at our cost under the 2,225 EGP
luxurious plan

Implementation
Implementation Controls
We will continue our marketing plan in monitoring the hashtag posts to have travelers
feedback for their experience so that we can proceed with required amendments and
boost the place reputation.

Surveys and checklists will also provide us with customers feedback so that we can reach
the responsible agency or person in charge to proceed with enhancing experience for
travelers in order to uplift Ras Al bar positioning.

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