INSITE OOH Media Platform

Following the success of the previous campaign of Horizon Egypt Developments’ project, Sa’ada New Cairo, using the stardom of the one and only Georgina Rodríguez.

The OOH campaign by Horizon Egypt Developments’ Saada Sahel features Georgina Rodríguez as the brand ambassador, capitalizing on her global recognition and appeal. Positioned on a high-traffic billboard, the image showcases Georgina in a relaxed yet sophisticated pose, conveying a sense of luxury and exclusivity. Her chic appearance, wearing white and gold accessories, aligns with the aspirational lifestyle Saada Sahel aims to project. The minimalistic background, which hints at an upscale resort setting, further strengthens the association with leisure and high-end living.

The tagline "I Choose Saada" personalizes the message, suggesting that Georgina herself has selected this brand, which implicitly invites consumers to follow her example. The English tagline, along with her international celebrity status, indicates that the campaign is targeting not only local audiences but also affluent international visitors to the Sahel region.

The campaign also teases the future, with "See You Summer 2025," adding an element of anticipation. This strategy builds excitement while reinforcing the brand's exclusivity, as Saada Sahel positions itself as a high-end destination. Overall, the campaign effectively blends celebrity influence, luxury, and exclusivity to create a compelling narrative for potential visitors or investors.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.