Bringing History to the World Stage: UPEI Students Showcase GEM’s Global Appeal

Sunday, May 4th, 2025

As part of their International Marketing course, third- and fourth-year UPEI Cairo Campus students spent over three months developing real-world marketing campaigns to promote one of Egypt’s most anticipated cultural landmarks, the Grand Egyptian Museum (GEM).

Working tirelessly across multiple rounds, five student teams were each tasked with targeting a specific international market. A key highlight of the project was a field visit to the GEM, where students conducted firsthand research. They interviewed tourists on-site, allowing them to gain deeper insights into their assigned audiences and the museum experience itself.

The culmination of the project saw students present their tailored campaigns to a distinguished judging panel that included:

Ms. Dina Abouelfetouh, PR Manager at the Grand Egyptian Museum, representing Legacy.
Dr. Soha Bahgat, Advisor to the Egyptian Minister of Tourism and Antiquities
Dr. Kareem Rashwan, Associate Professor of Tourism and Hotels Management, French University in Egypt
The panel praised the students for their creativity, thoughtful research, and professional presentation skills. Ms. Abouelfetouh, in particular, noted that several student concepts could serve as inspiration for actual GEM campaigns, underscoring the real-world impact of the students’ work.

This project is a testament to UPEI Cairo Campus’s commitment to experiential learning, where academic theory meets hands-on application. Through immersive, industry-connected opportunities like this, students are empowered to make meaningful contributions to real-world challenges and graduate as globally minded professionals.