INSITE OOH Media Platform

Address Montgomerie has positioned its seasonal El Nafoura Ramadan Tent as a top hospitality destination during the holy month by occupying one of Dubai's most prominent bridge billboard locations. 

The long-format bridge billboard, which spans the overpass, gives drivers on a major Dubai highway high-impact visibility. Because of its neat layout and horizontal structure, the creative is readable even when moving quickly. The call to action is anchored by the booking number, which is prominently displayed. "Your favourite Ramadan Tent!" reinforces seasonal appeal and familiarity.

The El Nafoura branding and Address Montgomerie's logo, which establish the foodservice venue and its hospitality heritage, are at the core of the creative. The restaurant has a full-on curated Ramadan experience, employing entertainment at its core for the full 'Ramadan vibes' that UAE citizens so deeply crave. The phrase "Your favourite Ramadan tent" enhances cultural resonance, and the bilingual messaging in Arabic and English increases accessibility. Subtle Ramadan visual cues, such as lanterns and crescent motifs, frame the arrangement without taking over the composition. Warm decorative elements contrast with the subdued grey background, keeping the message tasteful rather than overly joyous.

Bridge hoardings provide longer exposure than typical hoardings, and in this case, the design improves visibility during evening traffic jams, which is strategically in line with the timing of iftar and suhoor. In Dubai's cutthroat Ramadan hospitality market, Address Montgomerie uses this OOH presence to position El Nafoura as a seasonal social destination in addition to a dining option.

This campaign struck Dubai’s bridge billboards in the third week of February.