Observing Ads on Cairo’s Roads You sit in the passenger seat, thrilled at the prospect of capturing glimpses of your surroundings as you journey around Cairo. However this’s never the scenario, because the ride often ends up feeling like an endless commercial break on a TV channel. Allow me to clarify; advertising in Cairo has taken a detour over the last few years. Apart from TV commercials, street billboards have occupied every inhabited sidewalk, roof top and perceptual space of the city.
[Billboards targeting October bridge users during the holy month of Ramadan]
It would be ignorant to argue against advertisement which fuels the economy. Marketing for a product is no more an option. Industries rely on a thorough marketing scheme to create adequate demand, as well as to create Product Brand Personality. Consequently, advertisement has grown into being a part of the urban landmarks. In New York’s city center, buildings are required to house billboards with specific dimensions. Moreover, Billboards in New York are banned within nearly 110 sq. meters of highways and only 12 means of publicity are permitted including pasting posters on buses, subway trains and street furniture.
[A night scene of the billboards targeting October bridge users last month]