Following their high-profile Sa'ada Sahel campaign featuring Georgina Rodriguez, Horizon Egypt Developments is now targeting a broader audience with a fresh message in Greater Cairo. The new billboard, featuring an open door against a desert landscape, suggests expansion and opportunity—an invitation to something beyond the coast. The Arabic tagline, We build our homelands… We renew our promises After Sa'ada, the next phase is Salam, signals a transition from the North Coast’s Saada to a new project, likely named Salam. This strategic shift reflects the brand’s intent to establish a stronger foothold in the Cairo real estate market, appealing to buyers seeking year-round residences rather than just summer retreats. The minimalistic yet powerful design aligns with their upscale branding, emphasizing elegance and exclusivity. The desert background hints at new urban developments, possibly in East Cairo or New Capital expansions. Leveraging past momentum while introducing a new chapter allows Horizon Egypt Developments to maintain audience curiosity. This campaign capitalizes on Sa'ada’s prestige, ensuring that those who engaged with the previous project now look forward to what’s next. The shift from leisure to lifestyle signifies an evolution, reinforcing the developer’s presence as a long-term player in Egypt’s competitive real estate market. 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.
