INSITE OOH Media Platform

One Development's project, Do Boutique Hotels, has just entered the streets of New Cairo with an eye-catching outdoor campaign. By playing with both sonic and visual symbolism, Do Hotels positions itself as an experience in Cairo with their luxury branded residences, a rhythm to join, proving its association as a Amr Diab brand. The project brings together residences, hotel-serviced apartments, office spaces, and retail zones.

Against a rich burgundy backdrop and pegged by the poetic tagline "Live in Tune with the City", the campaign is as much about branding as it is a mood-setting experience. The visual metaphor could not be clearer: through aerial renders of curving architecture and soft-lit buildings, the billboard places the circular silhouette of a record player's tonearm next to those, thereby visually connecting luxury real estate with cadence and rhythm in urban life. The record player, reminiscent of Amr Diab’s status, becomes symbolic of harmony, lifestyle, and rhythm and positions the development as an entity that merges into the heartbeat of the city rather than interrupts it.

The typography is clean and minimal, letting the tagline do the storytelling. Bolder weights are used to emphasize the phrase "Live in Tune with the City," while the logos for Do Hotels, ONE Development, and One AD are placed small in the corner to further enforce the quiet confidence of this campaign. This campaign takes a much more subtle route, banking on mood, tempo, and emotional resonance. It reflects a larger trend in high-end real estate branding: where emotion, atmosphere, and identity outweigh metrics and specs.

The campaign uses both digital and static billboards on high-traffic New Cairo routes and features bridge panels, unipoles, and lampposts. The color palette across the executions leans into a deep terracotta-to-wine gradient with a dusk-lit elegance that represents a contrast to the commonly white-and-blue real estate aesthetic.

The campaign is placed at strategic intervals across New Cairo's busiest arteries: North and South 90th Street, the Downtown Axis, and the arterial roads around it. Maximum visibility to the city's professional and lifestyle-forward demographic is ensured. Digital placements are used effectively to switch between different renders of the project: day and night, outside and aerial, movement and stillness.

Curious to know more about the campaign's location, budget, strategy, and more? You can take a look at our Egypt and the Emirates OOH-dedicated analysis system and Media Intelligence platform (MOOH).