Salam Properties has returned to the Out-of-Home (OOH) scene in Greater Cairo with a bold new campaign promoting its latest project, The Residence. Widely distributed across key locations in the city, the campaign reflects the company’s ongoing vision to redefine quality living through luxury, comfort, and integrated community living. This new activation follows the success of Salam Properties’ April 2025 branding campaign, which introduced the memorable tagline The Peace of Belonging. With The Residence, the brand shifts focus from identity to experience—inviting potential residents to envision a life rooted in sophistication and modern ease. The OOH billboards for Salam Properties’ The Residence project in New Cairo embrace a clean, contemporary visual language that aligns with the brand’s upscale positioning. The first billboard features a dual-panel design: the top panel showcases the logos of DoubleTree by Hilton and Salam Properties, paired with the location “New Cairo Lotus,” reinforcing the partnership and high-end destination. The bottom panel presents the bold project name THE RESIDENCE, paired with the tagline “LIVE. BELONG. THRIVE.” in white, capitalized text against a deep navy-blue background, conveying luxury, stability, and trust. The hotline 17051 appears below for direct contact. The second billboard adopts a more artistic and organic design. Set against a muted olive-green background, it also features the slogan “LIVE. BELONG. THRIVE.” at the top. At the center is a stylized image of a face partially hidden behind a large green leaf—an evocative visual that suggests privacy, serenity, and harmony with nature. A subtle repeating pattern of the word RESIDENCE in the background adds texture without overpowering the main elements. This creative direction emphasizes elegance, lifestyle, and a nature-integrated living experience. 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.
