INSITE OOH Media Platform

Hilton Civil Seven’s new outdoor advertisement looms across Cairo, in a deliberately monumental campaign. The hospitality and tourism ad focuses on ideas of time, continuity, and long-term value, suitably in line for the project, especially following their previous campaign. 

The billboards draw on the weight of Egypt’s civilizational history, all while borrowing credibility from the Hilton name itself. The campaign also leans heavily on the idea of branded residences, clearly framing Hilton Civil Seven as both a hotel and a residential destination. The Hilton name does a lot of the work here (signaling service, reliability, and a certain global standard) while positioning the project as a place designed to be lived in, not just invested in.

One of the visuals includes the tagline “A value that lasts,” accompanied by a clear image of twin towers. Another execution includes the tagline “Civilization as a destination,” accompanied by an image that visually connects the development with the Great Pyramids, aka landmarks of Egypt’s past. 

The financial details are provided in a straightforward manner with no distractions. The 15% down payment and installment plans up to 15 years are prominently featured on the billboard, making it easy for the viewer to quickly read and process the offer; a critical consideration for billboards, given their location.

The visuals are consistent across all executions of the campaign. The use of deep blue tones, simple layouts, and symmetry all help keep the focus on the architecture of the buildings. There is little use of models, which is part of the lifestyle genre, allowing the buildings and the promise of longevity to take center stage. There is just one ethereal model, looking out at the view of the grand Egyptian monument. In fact, just the lit-up silhouette of the pyramids is enough to create an extremely atmospheric scene. She’s here to say: this is a new way of living, one of splendid views, tying into one’s history and heritage, intentional mornings, and breathtaking views. 

To get more information about this campaign, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.