Using integrated marketing communications to improve the image of a destination after crisis : a case study from Egypt after the 25th January revolution

Abstract EN

This paper highlights the Integrated Marketing Communications (IMC) as a valuable strategy Tor improving the image of a destination after crisis.

It identifies how IMC can be used effectively in organizations.

It also provides recommendations in terms of Egypt as a destination with a deteriorated image (after the 25“ January revolution and the following events of political instability).

A case study on "Orascom", a leading tourism organization in Egypt, was adopted to explore its IMC strategy; compare it to the theoretical model; and define its advantages and disadvantages.

Results indicated that Orascom doesn’t recognize the importance of an IMC strategy for image management.

Therefore, no special IMC strategy was adopted to improve the image of Egypt after the 25th January revolution.

Moreover, despite using a number of different though consistent and integrated communication tools to improve Egypt’s image, the limited budgets assigned for such tools as well as the lack in recognizing their importance eliminate the benefits of using them.

In addition to other practical implications, the paper suggests that communications with customers should covcr not only the post-crisis or recovery stage but also the acute stage of the crisis.