INSITE OOH Media Platform

Cairo has a new name rising across its highways, and it belongs to a developer that has spent more than two decades shaping destinations across the world. KOR® enters Egypt with its first OOH campaign, and the rollout feels intentional from the very first glance. It is an introduction built on presence rather than spectacle, one that mirrors the brand’s legacy in hospitality, residential design, and large scale development.

The billboards stretch across the Ring Road like chapters in one story. Always black. Always minimal. Always anchored by the compass like KOR® emblem. The main headline reads, "Meet the Kingdom of New Capital." A line that sits on an empty black canvas with quiet confidence, accompanied by the year 2027 and the signature hotline 15237. Other visuals expand the narrative. "Discover New Capital Like Never Before." "New Capital’s Hospitality." A monochrome portrait in motion blur that adds a human layer to the brand. Soft grey beams radiate behind the logo on some billboards, forming a starburst that suggests direction and arrival.

The creative direction feels international in its restraint. No architectural teasers competing for attention. KOR® chooses to introduce itself the way a seasoned developer would. With presence. With clarity. With the understanding that curiosity is more powerful than overload. The consistent black and white palette, the sharp typography, and the neat placement of “by ARABIA” signal a partnership grounded in experience and a portfolio that already spans global hospitality brands like Viceroy and Proper Hotels.