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6/13/2019 1 Intellectual Property, Tourism and Culture May Hassan, LL.M. Founder of IPMentor™ & IPNectar™ Intellectual Property Attorney Accredited IP Trainer & Field Researcher Business FIELD RESEARCH SUMMARY • Research Objectives and Methodology • Selected Touristic Attractions • Current Challenges • Recommended IP Strategies • Successful Cases 1 6/13/2019 3 FIELD RESEARCH OBJECTIVES • Support development Analyse the current objectives. and/or potential use of • Promote tourism and cultural Intellectual Property tools. heritage. • Leverage the competitiveness of local businesses. MAY M. HASSAN 4 FIELD RESEARCH • Exploring the existing use and METHODOLOGY potentiality of applying IP tools The approach adopted and strategies within the throughout the study aimed at: selected locations. • Identifying related challenges in the domain of tourism and cultural heritage promotion as well as museums. MAY M. HASSAN 2 6/13/2019 National Ad Hoc Steering Committee 5 Ministry of Ministry of Foreign Affairs Antiquities Museums Ministry of Trade Ministry of and Industry Tourism Creative Egypt Ministry of Culture CULTNAT MAY M. HASSAN ASWAN “NUB THE HOLY FAMILY TAMARI” ROUTE JOURNEY ROUTE • Cultural Tourism • Cultural Tourism • Leisure Tourism • Religious / Spiritual • Agritourism Tourism 12• Therapeutic Tourism • Ecotourism THE SIWA OASIS NATIONAL MUSUEM • Environmental Tourism OF EGYPTIAN • Adventure Tourism CIVILIZATION • Wellness Tourism • Educational Tourism 3 • Cultural Tourism 4 3 6/13/2019 IP, Tourism and Culture WHY THESE TOURISTIC 7 ATTRACTIONS? ASWAN “NUB TAMARI” ROUTE THE HOLY FAMILY JOURNEY THE SIWA OASIS NATIONAL MUSEUM OF EGYPTIAN CIVILIZATION one Significant touristic offer. two Natural and cultural resources. three Authentic origin-based products. four Traditional filled festivals. five Reference to contextualize different types of tourism. six Potential intellectual property assets. MAY M. HASSAN 8 IP, Tourism and Culture EACH DESTINATION RESOURCES ASSETS TYPICAL PRODUCTS IP STRATEGIES AUTHENTICITY RECOMMENDATIONS OPPORTUNITIES DIFFICULTIES ] MAY M. HASSAN 4 6/13/2019 NUB TAMARI ASWAN Route 10 AUTHENTIC PRODUCTS ASWAN Nub Tamari Route ARCHTECTURE TYPICAL PRODUCTS Nubian Folklore Artefacts CREATIVE WORKS PERFORMANCES MAY M. HASSAN 5 6/13/2019 11 TYPICAL PRODUCTS 2018 Agenda MAY M. HASSAN 12 TYPICAL PRODUCTS MAY M. HASSAN 6 6/13/2019 13 TYPICAL PRODUCTS MAY M. HASSAN 14 TYPICAL PRODUCTS MAY M. HASSAN 7 6/13/2019 15 TYPICAL PRODUCTS NUBIAN TAHTEEB DANCE TANOURA DANCE MAY M. HASSAN 16 ASWAN Nub Tamari Route OPPORTUNITIES The Abu Simbel Sun Festival FESTIVALS Nubia in Colors Festival MAY M. HASSAN 8 6/13/2019 The HOLY FAMILY Journey Route 18 IP, Tourism and Culture The Holy Family Journey Route The Holy Family journey is a unique multi-religious route encompassing many attractions in one package. It is a cultural and a mixed-spiritual experience as well. MAY M. HASSAN 9 6/13/2019 19 AUTHENTIC PRODUCTS The Holy Family Journey TYPICAL PRODUCTS COPTIC ARTEFACTS CREATIVE WORKS ARCHTECTURE MAY M. HASSAN 20 TYPICAL PRODUCTS 2018 Agenda MAY M. HASSAN 10 6/13/2019 21 TYPICAL PRODUCTS The Saint Mary Church in Sakha The New Hermopolis Eco-lodge in Minya Governorate MAY M. HASSAN 22 The Holy Family Journey Blessing of the Vatican’s Pope OPPORTUNITIES Francis to the pilgrimage route MAY M. HASSAN 11 6/13/2019 THE HOLY FAMILY JOURNEY 23 ACCESSIBILITY AND TRANSPORTATION MAY M. HASSAN The Siwa Oasis 12 6/13/2019 25 AUTHENTIC PRODUCTS TRADITIONAL COSTUMES THE SIWA OASIS SAND THERAPY TYPICAL PRODUCTS SIWAN ARTEFACTS LOCAL INDUSTRIES PERFORMANCES MAY M. HASSAN 26 TYPICAL PRODUCTS MAY M. HASSAN 13 6/13/2019 27 TYPICAL PRODUCTS MAY M. HASSAN 28 TYPICAL PRODUCTS MAY M. HASSAN 14 6/13/2019 29 TYPICAL PRODUCTS MAY M. HASSAN 30 TYPICAL PRODUCTS MAY M. HASSAN 15 6/13/2019 31 TYPICAL PRODUCTS EL ZAKALA DANCE MAY M. HASSAN 32 THREE SELECTED ATTRACTIONS EGYPTIAN CUISINE Drinks Food The Egyptian Cuisine is Dessert unique and makes heavy use of legumes, vegetables and fruit from Egypt’s Nile Valley and Delta. MAY M. HASSAN 16 6/13/2019 33 The Seyaha Festival THE SIWA OASIS “EID EL MOSALHA” OPPORTUNITIES FESTIVALS The Egyptian Palm Dates Festival MAY M. HASSAN National Museum of Egyptian Civilization 17 6/13/2019 35 NATIONAL MUSEUM OF EGYPTIAN CIVILIZATION NMEC Galleries NMEC houses permanent and temporary galleries with a surface area of 23235m2; the exhibition galleries are as follows: CORE THEMATIC ROYAL CAIRO TEMPORAR EXHIBITIO GALLERIES MUMMIES CAPITAL Y N GALLERY MUSEUM EXHIBITIO N NMEC collections (about 50,000 objects) cover archaeological and ethnographical artifacts, paintings and jewellery, intangible heritage collections and masterpieces ranging from Prehistory to the present day. MAY M. HASSAN 36 Conference Room and Theatre 486 seats with 4 Lecture Hall translating cabins 23 seats with 3 187 seats translating cabins NMEC Museum FACILITIES Educational Cinema 332 seats; analog The NMEC hosts cultural Center 35mm + digital with 3D events and festivals in premises. 5 Classes The museum also conducts workshops for children and adults to attract visitors, in addition, the museum provides many facilities. VIP lounge, Library, Print lakeside cafes House, Gift Shop and restaurants and 42 Shops MAY M. HASSAN 18 6/13/2019 37 General Difficulties Trademarks and Geographical Indications SELECTED ATTRACTIONS DIFFICULTIES ASWAN NUB TAMARI Copyright and Related Rights HOLY FAMILY JOURNEY SIWA OASIS NMEC Patents, Industrial Designs and Innovation MAY M. HASSAN 38 AMENITIES ACCESSIBILITY AND TRANSPORTATION 5As Tourism components ACCOMODATION AWARENESS ATTRACTION MAY M. HASSAN 19 6/13/2019 IP STRATEGIES 40 Product/market fit means being in a good market with a product that can satisfy that market. Marc Andreesen MAY M. HASSAN 20 6/13/2019 41 MAY M. HASSAN 42 1 TRADEMARKS 2 COPYRIGHT AND RELATED FIELD RESEARCH RIGHTS Intellectual Property Tools PATENTS AND GEOGRAPHICAL 3 4 INDUSTRIAL INDICATIONS AND DESIGNS APPELLATION OF ORIGIN 5 TRADE SECRETS 6 PLANT VARIETY MAY M. HASSAN 21 6/13/2019 43 NATURAL AND RESOURCES CULTURAL RESOURCES IP STRATEGIES IP Tools INTANGIBLE ASSETS IP PORTFOLIO COMMERCIALIZATION MONETIZATION ROYALITIES MAY M. HASSAN The products do not bear any mark, trade TRADEMARKS indication, nor do they enjoy a certification44 of origin which lead to: 1. Lack of identification; 2. Low price tags that hinder proper growth and development of relevant creative industries; 3. Negative impact on the economic development of the selected destination. MAY M. HASSAN 22 6/13/2019 45 RECOMMENDATION 1 Destination Branding BRANDING to attribute a higher value to the message of the The branding of destinations, destination. typical products (goods and services) and festivals using the 2 Products Branding Intellectual Property tools shall to raise consumer confidence in the authenticity of the typical provide measures to safeguard local products. the identity of destinations and local community. 3 Festivals Branding to build recognition of the traditional Egyptian festivals. MAY M. HASSAN 46 1 Registration Registration of the trademark in the Egyptian IP STRATEGIES Trademark Office and in other trademark offices of other countries when needed. IP-SMART BRANDING AND MARKETING 2 Utilization Using the trademark on the products or TRADEMARKS services, advertising materials, marketing campaigns...etc, Commercialization and Monetization of IPRs 3 Trademark Licensing Allowing another party to make and distribute specific products or services under the licensor's trademark agreement. 4 Product and Trade Name Franchising Licensing of a franchisee or dealer to sell or distribute a specific product using the franchisor's trademark, trade name, and logo. MAY M. HASSAN 23 6/13/2019 47 Domain name is available. IP STRATEGIES DOMAIN NAMES Domain names can be protected as a trademark! MAY M. HASSAN 48 Other forms of Proprietary Identifiers related to Social Media MAY M. HASSAN 24 6/13/2019 49 National Museum of Egyptian Civilization The Gift Shop does not have any product that bear the NMEC mark. MAY M. HASSAN 50 IP STRATEGIES NMEC TRADEMARK LICENSING CYCLE HANDICRAFTERS EXCLUSIVE REGISTRATON LICENSING AND ARTISANS PRODUCTS MAY M. HASSAN 25 6/13/2019 51 IP STRATEGIES TRADEMARKS FOR MUSEUMS TITLES OF MUSEUM’S PACKAGES OR EXHIBITIONS AND NAME, LOGOS, ARTIST’S THE BUILDING COLORS OF THE PROGRAMS TRADE NAME NAME AND OF THE MUSEUM-BASED SIGNATURE MUSEUM AND OBJECTS WORKS OF ART MAY M. HASSAN 52 IP STRATEGIES The Louvre Abu Dhabi The Louvre Abu Dhabi is an art and civilization museum, located in Abu Dhabi, UAE. The museum was established on 8 November 2017. It is part of a thirty-year agreement between the city of Abu Dhabi and the French government. MAY M. HASSAN 26 6/13/2019 Fuwwah mark Siwa mark Fuwwah an Egyptian brand born in Fuwwah, a city in Siwa is an Egyptian brand born in Siwa that Kafr El-Sheikh governorate, that aims to sustain the promotes the high quality of Siwa olive oil and kilim making by training women on the traditional other organic products extracted from Siwan land. techniques of making kilim and marketing their products through national and international exhibitions. COLLECTIVE MARKS APPELLATION OF ORIGIN 54 GEOGRAPHICAL INDICATION (N/A) HIGHER BRANDING POSITION ADDED-VALUE HIGHER PRICE INCREASE REPUTATION MAY M. HASSAN 27 6/13/2019 55 IP STRATEGIES CULTURAMA CULTURAMA is a patented cultural panoramic show portraying the history of Egypt and is considered the first interactive nine-screen panorama worldwide; however the patent will expire soon. REGISTER CULTURAMA AS A TRADEMARK MAY M. HASSAN 56 IP STRATEGIES GEOGRAPHICAL Product Recognition INDICATIONS AND 1 Product recognition is a process by which APPELATION OF a product is automatically recognized within an image or video. ORIGIN Origin Recognition 2 Origin recognition is a process by which a reputed product is automatically recognized by a specific geographical origin. GIs Registration Create a database for Egyptian goegraphical indications MAY M. HASSAN 28 6/13/2019 57 IP STRATEGIES 1 Automatic Protection COPYRIGHT AND Throughout the lifetime of the author and for 50 years from the date of his RELATED RIGHTS death. Economic & Moral Rights 2 Registration a.
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