INSITE OOH Media Platform

A new visual landmark has emerged on Egypt’s highways, as Qatari Diar introduces its latest North Coast project, Alam Al Roum, to the Egyptian real estate market.

The campaign's creative approach emphasizes luxury, serenity, and exclusivity, blending a clean, minimal visual style with an upscale coastal aesthetic. The visuals feature a clear turquoise sea background with soft gradient blues, a powdery shoreline, giving a pristine, untouched nature view, and a minimal modern cube structure placed on the beach. This scenery hints that this is a Qatari Diar’s premium coastal destination. The project’s title is clearly centered on the billboard, conveying a sense of exclusivity and luxury. A Qatari Diar logo on the top left,  also the phrase, “A New Icon Unveils,” at the top center, suggesting a new project’s reveal. In addition to the developer’s message, “Inspiring Excellence Across Destinations,” reinforces Qatari Diar’s positioning as a developer delivering world-class destinations, not just real estate units.

The strategy behind this campaign is centered on positioning the project as a new iconic destination on Egypt’s North Coast while building curiosity and early awareness without revealing product or sales details. Besides, it’s appealing to Qatari Diar’s clients, high-net-worth individuals, and families seeking premium seasonal homes. 

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.