Developing Innovative Marketing Plan to Augment the Visitation of Egyptian World Heritage Sites: A Case Study on Saladin Citadel

Developing Innovative Marketing Plan to Augment the Visitation of Egyptian World Heritage Sites: A Case Study on Saladin Citadel Presented by

MOHAMED BADRY

M.A. in Heritage Conservation and Site Management

HU (Egypt) & BTU-Cottbus (Germany)

Heritage Marketing

• ….an operation of strengthening the visitor's satisfaction, within

the appropriate offered programs, via selecting the exact target

audience. (Lertkulprayad, 2007, p. 31)

• Marketing deals with heritage sites through two factors value for

money and edutainment ("education“ & "entertainment“).

• Visitors are paying admission fees and expecting be provided

with an experience. (Park, 2014, p. 143)

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Heritage Marketing Function

To boost the visitation rate

To generate income

To manage the communications with stakeholders

To determine the visitor desires and satisfy some of these offering various services, programs and activities.

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(N. G. Kotler et.al.. 2008, pp. 21 – 23 ; 30, 31)

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How to Develop Heritage Marketing Plan?

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Vision

Mission

Strategies

Goals

Objectives

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Heritage Marketing Techniques

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Public Relation

Advertising

Information & Digital Technologies

Exhibitions

Packaging

Festivals and Events

Publications 11

Saladin Citadel

Model of Heritage Marketing Plan

Situation Analysis

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•The continuing of the reduction of international visitation rate

•Illegal Urban Development and Visual Pollution

•Seasonality

• Self-Financed Entity

• Possibility of partnership with provincial and federal agencies

• An attraction for applying package policy

• Lack of Heritage Promotion

• Lack of Services and Facilities

• Lack of Interpretation

• Lack of tourism data

• High Authentic Value

• Convenient Location

• Panorama

• High Carrying Capacity

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Situation Analysis

• Publicity

• Activities of Cultural Development Fund at the citadel theaters

• TV programs and movies

• Websites

• Normal Admission fees

• Fees for taking H.R. photos and shooting and creating private activities

• Ministry of Antiquities

• Ministry of Interior

• Ministry of Defense

• Ministry of Culture

• Ministry of Tourism

• Tourism Companies

• Citadel is a tangible world heritage site

Product

Place

“Distribution Channels”

Promotion Price

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Situation Analysis

Competition Analysis

Direct • Other Egyptian WHSs

• Iraq WHS “Erbil Citadel” in Kurdistan.

Indirect

• Manial Palace Museum

• Abdeen Palace

• Agriculture Museum

• Giza Zoo

• Aquarium Grotto Garden

• other tourism destinations in Hurgada, or Sharm el-Shakh

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Situation Analysis Current Target Customer:

all segmentation of visitors regarding

Age (children, young people and Old people),

Gender (male and female)

Nationalities (European, the Middle East, Far East, American and proximity

visitors) and the local visitors.

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Revolution of 25th

January 2011

Before

European countries

Far East countries

Asian states

North America

After

Russia

Malaysia

Indonesia

Azerbaijan

Uzbekistan

Kazakhstan 16

Vision

Saladin Citadel is the best preserved medieval site of Islamic architecture in Egypt.

It is the most visited internationally and is classified as the most significant global

cultural heritage site of its type.

Mission

The site gains its historical significance through its unique attributes and

transmits the developments of architecture beyond military and civil architecture;

moreover, it hosts collections of modern and contemporary arts. The heritage site

displays its attributes in-situ and through the use of multimedia tools. The site

offers its services to international and local visitors. The site promotes itself

through using numerous methodologies of marketing.

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Values

Responsiveness, Communications practices, Teamwork, Professionalism,

Exceeding expectations, and Results-oriented.

Time

The developed heritage marketing plan can be applied along three years.

Budget

The plan suggest for the implementing agency to allocate a budget about …......

Egyptian pound (L.E.).

N.B. The amount of money, to be mentioned within the marketing plan, is considered an

estimated figure and non-real.

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Marketing Plan Structure

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Simple from the Marketing Plan

• S.1: Promoting the heritage site

• G.II: Using various Information Technology (I.T.)

techniques

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Outcomes Objective

Putting two models:

1. in the frontal area of the

heritage site

2. 2nd model in the court of

arrival terminal at

International Cairo Airport

(ICA)

Designing 3D printed models to

site attractions 4

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KPIs Responsibility Cost (L.E.)

Time Frame Activity

Photos

Drawings of 3D printed

models

- Photographers,

- Artists,

- Animation

specialists

70.000

Four months

Taking some distinguished photos for the site attractions and drawing these separately 3D printing program

3D models

Identifying specific

place to display 3D

printed model

Displaying 3D printed

model in an arrival

terminal's court

3D printing company &

administration office of

International Cairo

Airport

Two months

Printing two 3D printed models Selecting an attractive area in an arrival terminal Transporting 3D printed model to ICA

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