Real Estate developer Grand Plaza has brought a twist to their ongoing outdoor media strategy with a new campaign that presents the launch of Phase I of Botanica. With ads that talk about New Cairo and the New Capital, and presenting the brand as part of Mostakbal City, the ad copy announces the launch of the new development amid the confusion of whether it is a new project in the New Administrative Capital, or just a further addition to their development in New Cairo. Adding branding billboards to the campaign, despite their colorful designs, has just contributed to the confusion. The campaign was launched during the first week of December, just in time to announce the developer’s stand at the next move property show this coming weekend. Using Large and X-Large uni-poles, Gates, Lightboxes, and some serials of double-decker poles, the campaign spreads ostensibly on the highest-trafficked roads of Greater Cairo.
