The Suez Canal Authority (SCA) announced the start of the celebrations that will culminate in the opening of the New Suez Canal by Egyptian President Abdel Fattah El-Sissi on Aug. 6.

The celebrations and global communications campaign will be overseen by the SCA and implemented by a consortium comprising WPP, one of the world’s largest marketing communications companies, and a number of local, Egyptian businesses. Team WPP is led by Memac Ogilvy & Mather with support from Memac Ogilvy Public Relations, Media Waves, Emeco Travel, JWT, Richard Attias and Mindshare.

“The New Suez Canal is more than just a new waterway and an astonishing feat of engineering. It is a catalyst for the Egyptian people, who will unleash a renewed sense of pride and a more prosperous future," said Admiral Mohab Mameesh, chairman and MD, Suez Canal Authority.

“The project is more than 80 percent complete, and climbing as we speak, with more than 210 million tons of sand excavated, so our attention is now turning to the celebration of this achievement with the Egyptian people, as well as sharing news of Egypt’s ‘gift to the world’ far and wide,” he added.

The communications campaign will consist of a comprehensive, integrated marketing campaign designed not only to embrace and involve the Egyptian people but also tell the story of the canal to a global audience.

The campaign will highlight the determination of the Egyptian people in building the new, 72 km canal in just 12 months as well as the impact the canal will have on the country, region and the world.

The campaign will culminate in an event on the banks of the New Suez Canal, where the Egyptian president will be joined by world leaders to witness the first time traffic through the Red Sea-Mediterranean crossing.