Egypt has new PR face in Australia

Sydney-based PR specialist, S2i Communications, has been appointed to manage the public profile of the Egyptian tourism industry in Australia.

The Egyptian Tourist Authority’s decision to engage S2i means Egypt will have broad exposure in Australian travel and consumer media. 

CEO of S2i Communications, Wayne Tregaskis, says the Egyptian account is an exciting one for the company, as it focuses on a destination that Australian travellers regard as highly desirable, with much to offer. 

“Australians who travel to Egypt return with an extremely positive experience of the country.  People with an interest in ancient history have a multitude of places to explore but the country also caters very well for multiple interests, from affordable shopping to adventure sports like scuba diving in the Red Sea,” he says.    

“Egypt is one of the few Middle Eastern destinations where you can easily spend two weeks without doing the same thing twice.  The country’s geographical location means it’s a desirable destination in its own right or as part of a broader Middle Eastern experience.”

The Egyptian account win for S2i strengthens the company’s credentials in the Travel and Tourism category, where it has emerged as a substantial player in recent years. 

 S2i (‘Strategy to Implementation’) was established 10 years ago by Wayne Tregaskis, journalist and former Public Affairs and Marketing executive with Qantas, with worldwide responsibility for the Qantas brand.

 Tregaskis has experience operating on both sides of the ‘communications fence’; editorial and advertising.  For five years, he was also a Director of Australia’s largest and oldest advertising agency, George Patterson Bates.   

The appointment of S2i Communications gives Australian travel and consumer media a recognised contact point for information about Egyptian Tourism.  It coincides with a campaign by the Egyptian Tourist Authority to broaden the image of the country in both the leisure and corporate markets.

Source = S2i Communications
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