OOH advertising has become a cornerstone of the North Coast's summer buzz, capturing the attention of vacationers and investors alike. With shimmering waters and golden sands as the backdrop, the vibrant destination transforms every summer into a bustling hub for creative campaigns and strategic real estate promotions. From June through September, the North Coast OOH market reflected dynamic shifts, driven by bold ads, evolving consumer trends, and an increasing demand for luxury and leisure-focused real estate. Understanding the pulse of this market during the summer months is essential, not only for investors and developers but also for brands aiming to captivate an audience that prioritizes lifestyle and experience. As families, young professionals, and high-net-worth individuals flock to this coastal haven, businesses must keep a close eye on thriving trends and how consumer preferences shape the economic landscape. Summer marks a time of intense activity, revealing patterns and strategies that can define the success of future ventures along Egypt’s most coveted coastline. MOOH Media Intelligence, the leading company specializing in outdoor advertising media analysis in the region, provides comprehensive insights into OOH (Out-Of-Home) advertising campaigns during this season. The data highlights trends from June to September, focusing on the Alamein area—a region widely recognized for its stretches along the Mediterranean coastline, from the city of Alexandria in the east to Marsa Matrouh in the west. This region, which also includes the International Coastal Road, hosts the highest concentration of OOH advertising spaces, making it a key hub for marketing activities. Across the summer months, the data reveals a diverse distribution of OOH advertising campaigns across various sectors, with certain industries leading the charge. The Real Estate sector consistently dominates the OOH landscape, accounting for 52.6% of total campaigns, reflecting substantial investment in outdoor advertising. Following Real Estate, the Fast-Moving Consumer Goods (FMCG) sector represents 12.4%, indicating robust activity to capture consumer interest. Finance & Investment and Hospitality are closely followed, comprising 11.8% and 10.5%, respectively, highlighting their active engagement in promoting services during peak vacation periods. As the North Coast continues to evolve as a premier summer destination, understanding these patterns is crucial for businesses aiming to leverage the seasonal surge. The summer months are a powerful window for aligning marketing strategies with consumer preferences, unlocking opportunities for growth, and leaving a lasting impression on Egypt’s most vibrant coastal market. July Overview Safia (46 ad faces) Since the beginning of summer 2024, specifically July, we’ve been paying close attention to the OOH movement in the North Coast, and we’ve been surprised with the early birds who harnessed the scene aptly like Safia’s campaign by Il Cazar. Which occupied the first place with a total of 46 ad faces. SouthMed (43 ad faces) TMG’s decision to bring in Sylvester Stallone as a brand ambassador for their North Coast real estate project is a strategic move that leverages his immense star power and the strong, determined persona of his iconic roles like Rocky and Rambo. Stallone’s name recognition appeals particularly to older audiences, boosting brand awareness instantly. His characters embody grit and strength, aligning well with brands aiming to project resilience and success, especially in male-dominated or fitness-oriented markets. Additionally, the nostalgia he evokes can be a compelling emotional trigger, motivating buyers who idolize him during their youth. SouthMed campaign capitalizes on this sentiment, with Stallone delivering lines like “The real Mediterranean” to emphasize the unique selling points of the development: the appealing Mediterranean climate and extended summer season. Furthermore, TMG has innovated the real estate market by simplifying the buying process through an e-commerce platform, making purchasing property as straightforward as shopping for clothing or skincare products. This ease of access represents a major leap in the local market, catering to the evolving expectations of modern buyers. LYV Ras El Hekma (42 ad faces) Gates Developments is making a bold impact across the North Coast with their LYV Ras El Hekma billboard campaign, promoting the North Coast’s luxurious and tranquil lifestyle. Using striking visuals and evocative messaging, the campaign does more than advertise; it weaves a compelling story. The billboards invite the North Coast visitors to imagine themselves immersed in modern design, lush landscapes, and the serene beauty of the sea, offering a vision of idyllic coastal living. The Waterway North Coast (41 ad faces) The OOH campaign for the project The Waterway 173 North Coast and My Otel use strategic visual elements to attract attention. The Waterway employs calming blue and white tones to emphasize luxury and tranquility, while My Otel features bold red to convey energy and modernity. These campaigns effectively combine color psychology and artistic imagery to appeal to those seeking a blend of relaxation and contemporary living. The billboards feature a subtle call to action, crafted to spark curiosity and invite viewers to envision themselves enjoying these luxurious environments. Through strategic imagery and calming color palettes, the ads evoke feelings of relaxation, trust, and excitement, prompting people to learn more and consider these destinations for vacations or investments. The My Experience My Otel campaign continues Waterway Developments' focus on luxury and modern living, reinforcing the brand's upscale appeal. Mar Bay Ras El Hekma (39 ad faces) AlMarasem Development has launched its latest North Coast project, Mar Bay Ras El Hekma, a 640-acre summer paradise conveniently located on Ras El Hekma Road near Sidi Abdel Rahman. With easy access from major hubs like New Alamein Airport and Cairo, this luxurious escape promises unparalleled coastal living. The new campaign stars Dina El Sherbiny and Sherif Salama, whose vibrant energy captures the carefree essence of summer. Their beaming smiles and the catchy tagline I WANT THIS SUMMER light up billboards, perfectly showcasing the allure of Mar Bay Ras El Hekma. Aug Overview SouthMed (46 ad faces) The SouthMed campaign has extended its presence on OOH platforms for an additional month, marking over three months of consistent visibility. This longevity highlights the campaign's success, reflected in project sales surpassing $10 billion in 2024. A key driver behind this achievement is the groundbreaking approach of selling units via TMG’s innovative eCommerce platform. Fouka Bay (41 ad faces) Ras El Hekma, a hidden gem on Egypt's North Coast, is rapidly gaining recognition as a premier destination, driven by visionary developers like Tatweer Misr. Since 2015, this iconic location has undergone a remarkable transformation, solidifying its status as a must-visit hotspot. Building on the Never Say Never teaser, the OOH campaign highlights a decade-long vision brought to life in Fouka Bay, establishing Ras El Hekma as a future hub for luxury and tourism. The campaign’s design masterfully blends boldness with minimalism, using a striking color palette of black, white, and red to convey urgency and significance. The tagline Never Say Never delivers a powerful, thought-provoking message, steering clear of clichés while championing change and transformation. The word Never, repeatedly emphasized in red, challenges outdated perceptions and invites fresh perspectives. Safia (41 ad faces) Reusing the same visuals for another month can be a double-edged sword—it risks audience fatigue but, in Safia’s case, aligns perfectly with the relaxed Sahel vibes. Featuring a total of 41 ad faces across the area, the campaign showcases bold billboards with a slogan translating to “The Water and The Air.” The visuals capture an exotic model enjoying a serene poolside moment, while another striking shot offers an underwater perspective, embodying the essence of luxury and leisure. LYV Ras El Hekma (40 ad faces) Gates Developments is transforming the North Coast with billboards that offer more than homes—they offer a dream. The LYV Ras El Hekma campaign presents a vision of luxurious and tranquil living on Egypt’s stunning North Coast. Featuring captivating visuals and bold messaging, each billboard serves as more than an advertisement—it tells a story, inviting Cairo’s residents to envision a life enriched by modern architecture, lush green spaces, and the serenity of the sea. Mar Bay Ras El Hekma (39 ad faces) Building on the strengths of SouthMed and Safia, Mar Bay seamlessly blended the appeal of renowned ambassadors with the charm of nautical artwork. This thoughtful approach made it a standout campaign of the season, maintaining audience interest by introducing fresh visuals and avoiding monotony throughout the month. Sep Overview Sa'ada North Coast (60 ad face) While other contenders focused on coastal-themed artwork, Sa’ada North Coast centered its campaign around its ambassador, Georgina Rodríguez, using her elegance and influence to create a powerful connection with the audience. The strategic placement of billboards showcased the campaign's bold simplicity. With the tagline I Choose, the message was clear and aspirational, effectively highlighting Sa’ada as a symbol of sophistication and exclusivity. This approach reinforced its position as a luxury destination, drawing attention without relying on overly complex visuals. SouthMed (18 ad face) SouthMed’s campaign has returned to OOH platforms for the third month, maintaining its consistent presence for over three months. While this extended visibility underscores its success, the repetition raises questions about the campaign's creative evolution. Despite the impressive achievements, refreshing the visuals or messaging could further engage audiences and sustain momentum in such a competitive market. Seazen North Coast (11 ad face) This OOH campaign by Seazen North Coast captures the essence of North Coast vibes with its minimalistic yet inviting visual. The image of a female model relaxing in the sunlight, her curly hair naturally flowing and sunglasses casually perched nearby, evokes a sense of freedom, leisure, and effortless joy. The tagline, Beach life all year round, perfectly complements the imagery, emphasizing the promise of a coastal lifestyle that extends beyond just the summer season. The use of warm, natural tones in the visual aligns with the coastal aesthetic, creating an atmosphere of relaxation and escape. Summer North Coast (11 ad face) Al Ahly Sabbour elevates outdoor advertising with their “Summer in North Coast” campaign, starring singer-songwriter Malak El-Hussainy. Showcasing vibrant landscapes and people enjoying a summer retreat, the billboard captures the magic of a perfect vacation. Soft blues evoke serene seas and skies, while bursts of yellow and orange add a playful, sunny vibe. The slogan “Days of Magic” hints at unforgettable experiences, and the bright, readable text ensures the message resonates. This campaign highlights Al Ahly Sabbour’s commitment to creating lively, welcoming destinations for all. Fouka Bay (10 ad face) Tatweer Misr’s OOH campaign, now entering its second month on the North Coast advertising grid, celebrates a decade of remarkable achievements under the bold tagline “Never Say Never.” Highlighting its journey of success, the billboard proudly showcases key milestones: 10 years of excellence, 4 destinations, 6 groundbreaking projects, and the delivery of 40,000 units. The sleek, minimalist design, paired with impactful figures, reinforces Tatweer Misr’s leadership in creating vibrant communities. Its continued presence on the grid reflects a strong commitment to staying top of mind while inspiring confidence in its vision for the future. The North Coast is rapidly establishing itself as a pivotal hub for OOH advertising, reshaping the dynamics of outdoor campaigns in Egypt. Its unmatched appeal as a summer hotspot, combined with high audience engagement during the season, has made it a prime destination for brands aiming to leave a lasting impression. The sheer concentration of ad faces and the fierce competition among developers, hospitality brands, and other sectors underscore the region's strategic importance in the advertising landscape. However, one recurring trend has been the heavy reliance on nautical themes across campaigns. While this aesthetic resonates with the coastal setting, it has resulted in a lack of creative diversity, with many billboards blending into one another. The prevalence of ocean-inspired visuals, while effective to an extent, risks diluting the uniqueness of individual campaigns. Looking ahead, the North Coast offers immense potential for innovation in outdoor advertising. By breaking away from conventional nautical motifs, brands can experiment with fresh, bold ideas that captivate audiences in new ways. The challenge lies in pushing boundaries and crafting campaigns that stand out not just through visuals but through storytelling, engagement, and creativity. With its growing prominence, the North Coast has the power to set new benchmarks in the OOH advertising game, provided advertisers embrace more daring and imaginative approaches in the seasons to come.
