Two Egyptian Cultural Projects Shortlisted for the Prestigious 2026 ICOM COMMS Awards

Egypt’s museum and heritage sector has achieved a double global victory as two prominent cultural initiatives secured finalist positions in the International Committee for Communication and Marketing’s (ICOM) ICOM COMMS Awards 2026. These projects are competing among the world's most innovative museum communication strategies.

The exhibition “Secrets of the Sunken City” at the Alexandria National Museum earned a nomination 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, reached the final four in the Best Digital or Social Media Campaign category. These nominations highlight Egypt's growing excellence in museum marketing, media relations, and public engagement.

Redefining Underwater Heritage and Debunking Myths

“Secrets of the Sunken City” was honored for its high-impact media campaign that modernized public engagement regarding Egypt’s submerged heritage. Featuring 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 successfully drove a massive media reach that led to a six-month extension of the exhibition.

Beyond traditional media outreach, the exhibition emphasized accessibility through inclusive storytelling, interactive educational programs, specialized accessibility features for the visually impaired, and a dedicated library focused on underwater cultural heritage.

“100 Days of Heritage Truth” Digital Campaign

Structured around a “Fact vs. Myth” format spanning 100 consecutive days, this digital initiative combated historical misinformation with scientifically backed content. Rasha Kamal, Director General of Archaeological Awareness, noted that the initiative was broadcast in seven languages to maximize international reach and enhance global public heritage awareness.

Final Voting Underway

Voting is currently active, with the official winners 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. This double nomination highlights Egypt's advancing mastery in digital-first and globally resonant cultural communication.