Once again, real estate developer Master Group has evolved their outdoor strategy, with new artwork and messages in the ongoing promotion of flagship project The City in the New Administrative Capital of Egypt. The new ads mix the design of the project with conceptual images that present people from different walks of life sharing moments together. The ad copy now includes emotional slogans in somewhat incorrect English such as “When home is built by heart” – a total change of direction from their latest marketing strategy. The campaign upgrade started during the third week of July and can be seen on large-format OOH locations across the Greater Cairo.
