Egypt’s museum and heritage sector has scored a double victory on the global stage.
Two Egyptian cultural initiatives have reached the shortlist for the International Committee for Communication and Marketing’s (ICOM) ICOM COMMS Awards 2026, competing among the world’s most innovative museum communication strategies.
The exhibition “Secrets of the Sunken City” at the Alexandria National Museum secured a spot in the Best Press Office Media Campaign category.
Meanwhile, the “100 Days of Heritage Truth” campaign—launched by the Ministry of Tourism and Antiquities’ General Department of Archaeological Awareness—made the final four in the Best Digital or Social Media Campaign category.
Recognizing international excellence in museum marketing, media relations, and public engagement, the nominations highlight Egypt’s growing capacity to transform raw archaeological science into compelling global narratives.
Redefining underwater heritage and debunking myths
“Secrets of the Sunken City” (Best Press Office Campaign)
Honored for its high-impact media campaign, the exhibition modernized public engagement around Egypt’s submerged heritage. Highlighting 86 artifacts retrieved from the ancient cities of Canopus and Heracleion in Aboukir Bay and Alexandria’s Eastern Harbour—excavated by the European Institute for Underwater Archaeology (IEA) alongside Egypt’s Central Department of Sunken Antiquities—the campaign’s massive media reach directly prompted a six-month extension of the exhibition. Accessible and story-driven Beyond media outreach, the exhibition integrated inclusive storytelling, interactive educational programs, specialized accessibility features for the visually impaired, and a dedicated library focusing on underwater cultural heritage. “100 Days of Heritage Truth” (Best Digital Campaign) Engineered around a “Fact vs. Myth” format over 100 consecutive days, this digital drive tackled historical misinformation with concise, scientifically backed content.The Director General of Archaeological Awareness, Rasha Kamal, noted that the initiative was broadcast across seven languages to maximize international reach and boost public heritage awareness.
Final voting underway
Voting is currently underway, with winners set to be announced during the joint annual conference of ICOM COMMS and ICOMON at the Heureka Science Center in Vantaa, Finland from December 2-4.
The double nomination underscores Egypt’s advancing mastery of digital-first, accessible, and globally resonant cultural communication.
Two Egyptian cultural projects named finalists in prestigious 2026 ICOM COMMS Awards Egypt Independent.
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