National Egypt Tours Decorates Cairo with a Spiritually-Luxurious Hajj Campaign & Islamic Scholars
National Egypt Tours is taking over Egypt's highways this Hajj season with an ad campaign that builds an entire spiritual atmosphere. Promoted on Cairo's busiest bridges and roadside billboards, the hospitality-focused brand is marketing what they're calling "Luxury Hajj”, a package of hassle-free organization, upscale accommodations, and a deeply reverent experience. Their slogan is "Ensure Your Luxury Hajj in the Footsteps of the Beloved Prophet ﷺ."
The imagery is split between two main lines of creativity. The first series of billboards depicts tranquil, reflective images: a man in white Ihram clothing by a hotel window gazing out at the holy Kaaba, or a serene couple praying in solitude. The second has a dramatic roster of head religious authorities and scholars, exuding confidence and divine stewardship at the core of the package. These include Dr. Fatma Antar, Dr. Amina Lotfy, Sherif Shehata, Sheikh Ahmed El Sabagh, Sheikh Abdel Moneim Dowidar, and Dr. Osama Fakhri, who bring instant recognition and trust to the brand.
There are some installments that focus on individual scholars (such as Sherif Shehata or Dr. Osama Fakhri) having their portraits alone on lamp posts on major roads, clearly a step in the direction of recognizability and authenticity, especially among locals.
The tagline on the scholars is: "When luxury meets worship with excellence… Guarantee your luxury Hajj in the footsteps of the beloved ﷺ." The number for customer service, 17115, is given prominent display on all the material, drawing attention to convenience. From a design point of view, the use of soft cream and gold hues and classic serif fonts adds a visual restraint; elegant, respectful, and homely. It lets the Kaaba imagery and religious ambiance speak louder than any design ornamentation.
Geographically, the campaign is impossible to avoid. Mega-format boards have been seen on key ring roads and highways, especially around busy junctions and urban centers with big families most likely organizing their pilgrimage. Lamppost banners and bridge banners make sure that the campaign travels with drivers, repeated along lengthy sections of road to remain top-of-mind.
For more on this campaign and others, head to Monitoring Out of Home (MOOH), the dedicated media intelligence agency and analysis system active in Cairo & Dubai, to reveal all details about the campaign such as the campaign type, kind, location, budget, media plan, and more.
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