Stella Heights Says “Your Summer Starts Here” in New OOH Campaign
Stella Heights OOH campaign by Remco Group is running throughout Cairo, all focused on just one phrase: "Your Summer Starts Here."
Not opting to overload its outdoor media with renders, information about the property and sales messages, the real estate campaign focuses on the emotion that is being sold. The development by Remco Group is back after a six-year absence on Egypt's OOH, joining the league of North Coast campaigns on Cairo's outdoor ad landscape.
Visual Design and Messaging
The main part of the campaign's visuals is made up of an aerial view of pristine blue sea meeting a strip of pure white sand, featuring sunbeds, umbrellas, and a speedboat driving through the waves. The Stella Heights logo takes the central place in the design, and the Arabic version of the tagline "Here, the Tale is Summer" stresses the destination's summer nature even further.
In terms of visual design, the campaign opts to keep it simple and bright. Saturated colors of the Mediterranean Sea take center stage, making the billboard visually differ from the urban landscape and bringing the coastal atmosphere right into the city. Even the choice of typography and a small sun graphic become secondary compared to the beach scenery. This campaign simply seeks to sell the experience of when summer starts and the city ends.
Placement Strategy
The approach to placing the ads follows the same line of thought. Positioned on billboards and repeated roadside units, the ads are bound to make a strong impression on the viewer by ensuring visibility while the viewer is on the move. This is particularly appropriate when advertising a North Coast project during the height of summer.
Stella Heights by the Numbers
Stella Heights spans 750,000 square meters of terraced grounds in Sidi Abdel Rahman and is set to include a 4-star, 800-room beachfront hotel alongside 640 villas ranging from 220 to 500 square meters, making it one of the more ambitious terraced resort developments on Egypt's North Coast.
Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & UAE, to learn more about OOH campaigns.
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