Case Study

Al Ismaelia Rebranding & Rejuvenating Heritage

The Story
Rebranding and rejuvenating a historical location rich in heritage and culture is an ambitious yet complex endeavor that Al-Ismaelia for Real Estate Investment was formed to take on. Formed in 2008 with an objective of restoring old heritage buildings in Downtown Cairo, and promoting culture through ‘Downtowncairo’ platforms to create new versatile concepts that meet modern business, commercial and residential needs. The end goal is to bring urban revival and restore 150 year old Egyptian identity to an area that has been neglected in the past decades.

The Challenges

— ‘Downtowncairo’ account was only targeting niche audience through content and tone that was not relevant to the real audience that visit Downtown Cairo.

— Tieing Al-Ismaelia to Downtown Cairo as the entity responsible for the major changes and restoration efforts of the area. The mass were unaware of who is behind all the developments and initiative. 

— Maintaining the target image of both profiles while still converting leads to audience interested in leasing in Al-Ismaelia’s newly renovated buildings



We achieved this by


Correctly altering the tone of the Downtown Cairo page to be more relevant with its followers by moving to both Arabic and English dialogue, while also changing the content approach of the page towards more user generated content and interactive posts. 

Introducing the efforts of Al-Ismaelia in an indirect manner on the downtowncairo page (to maintain integrity) through engaging content about the restoration projects and architectural stories of each building. 

Creating campaigns and events aimed at bringing boutiques, businesses, interested residents to consider setting up shop, headquarters and homes in Al-Ismaelia properties and starting a trend to shift away from popular suburban living.