Badya: The Creative City

Real-estate developer Palm Hills Developments (PHD) used a combination of TV, social media and events to attract buyers to its new city of Badya in Egypt.

Campaign details

Brand: BadyaBrand owner: Palm Hills DevelopmentsLead agency: FP7/CAI, Part of McCann Worldgroup, Good PeopleCountry: EgyptIndustries: Property & constructionMedia channels: Events & experiential, Outdoor, out-of-home, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

What do you do with 3,000 acres of land? State-of-the-art buildings? Mixed-use communities? A mall, a school? Everything else everyone else is doing?

What else can a real-estate developer do when launching a new city? Can real estate possibly take on a bigger role? Can it lead national...

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