INSITE OOH Media Platform

Al Marasem Development has unveiled an impressive OOH campaign throughout Egypt in order to launch MAResidence Signature Rotana, their latest branded residential project in New Sheikh Zayed. Placed on major highway billboards coming into West Cairo, the campaign uses stylish visuals, clean branding and premium aesthetics in order to present a new development which combines luxury real estate development with five star hospitality services.

In total, there are two billboard designs which complement each other. The first one has a minimalist design showing both logos of the developer and the project side by side, as well as the gradient background with shades of burgundy and blue. The creative only features hotline and website of the company alongside the logos of the developer and Rotana, which is an international hospitality partner in this project.

The second billboard shows the lifestyle proposition of the project. There is a large image of a development featuring blue lagoons, beautiful landscaping, and modern low-rise buildings with the slogan “Live Flawless.” The creative keeps premium color theme of dark reds (as well as the introduction of blue) as the first design showed in the last teaser campaign.

Unlike other campaigns, the main difference lies in its emphasis on hotel branded living, which is a developing niche within Egypt’s high-end real estate industry. As opposed to selling conventional residential flats, MAResidence Signature Rotana brands itself as an entirely serviced hotel destination where property owners will take advantage of hotel amenities.

This project is located inside Mar Ville Compound in the Cairo-Alexandria Desert Road at Kilometer 46, facing Sphinx International Airport. This EGP 19 billion project has an excellent strategic location because it allows residents to be just five minutes away from the airport and around twenty minutes from the Grand Egyptian Museum while still connected to the growing business and residential areas of West Cairo.

MAResidence Signature Rotana project comes with completely furnished and finished flats, directly managed by Rotana Hotel & Resorts and includes studio flats (ranging from 49 to 64 square meters), one-bedroom flats (from 71 to 82 square meters), and two-bedroom flats (ranging from 107 to 119 square meters). Each flat will come with air conditioning and appliances included.

In addition to the homes itself, the development focuses on lifestyle features through 16,000 sqm of swimable crystal lagoons and sandy beaches, as well as the use of facilities available at the Mar Ville community, which include clubhouses, spas, indoor and outdoor gyms, shopping centers and restaurants.

The residents will be able to make use of the hotel hospitality services provided by Rotana, such as concierge services, housekeeping, maintenance and hotel receptions. As a part of a flexible payment plan, the launch starts with down payments of 5% and installments stretching up to 8 years, with deliveries scheduled for 2029.

The design of the OOH campaign is consistent with its positioning. The simple typography, luxurious color gradients and architectural renderings speak about the premiumness of the property without using too much wording. Rather than filling the billboards with technical details of the project, the campaign focuses on the idea of “Live Flawless”, conveying the essence of combining residential luxury with hospitality. With a sophisticated OOH campaign and a focus on hospitality, the company introduces branded residences as a next step in the premium living experience in West Cairo.

For deeper insights into this campaign, including formats, locations, budgets, and media plans, visit MOOH, the out-of-home monitoring and intelligence platform covering Cairo and Dubai.