Ras El Hekma, one of the North Coast's gems in Egypt, is quickly emerging as a top destination, thanks to pioneering developers like Tatweer Misr. This iconic locale has undergone significant transformation since 2015, turning it into a must-visit spot. The OOH campaign, building on the Never Say Never teaser, showcases a 10-year vision realized in Fouka Bay, positioning Ras El Hekma as the future hub of luxury and tourism. The campaign's design strikes a balance between boldness and minimalism, utilizing a palette of black, white, and red to convey urgency and importance. The message, Never Say Never, is both provocative and refreshingly free of clichés, focusing on change and the potential for transformation. The repeated use of the word Never in red emphasizes the campaign's challenge to outdated perceptions. The tagline, People would never come to Ras El Hekma, but Fouka Bay changed the game, directly addresses past skepticism and highlights the area's newfound success and was strategically distributed across major locations in the city. High-visibility billboards were placed in key traffic areas, including major highways and busy urban centers, ensuring that the campaign reached a wide and diverse audience. With its striking visuals and clear messaging, this campaign effectively captures attention and communicates its vision. Learn more about Tatweer Misr's campaigns, budget, media plan, OOH kinds, and more by visiting Monitoring Out-of-Home (MOOH), the dedicated OOH media intelligence agency.
