@40

Brand Definition

MKYCOMM was responsible for defining the core identity of @40 by developing the Brand Strategy and visual Identity. This foundational phase established the unique positioning of the property—a fully Hilton-managed, integrated ecosystem combining hotel, office, and retail—and ensured the brand's look and feel aligned with its premium, consistent service model.

Strategy

For the launch of @40, MKYCOMM is tasked with overseeing the Integrated Marketing Communications (IMC) to successfully introduce the property to the public. This involves developing the detailed Communications Strategy and creating the essential Sales Kit, ensuring a cohesive and targeted message reaches all potential guests, office owners, and retail tenants.

Content

MKYCOMM engineered a high-impact social media strategy designed to translate the "100% Hilton Managed" promise into a premium digital lifestyle. By developing distinct yet cohesive content pillars for the hotel, office, and retail segments, we showcased @40 as a seamless, integrated ecosystem. The content focused on "The Hilton Standard," using aspirational storytelling and high-end visual aesthetics to build an emotional connection with C-suite executives, global travelers, and sophisticated retail consumers.

Executing @40 Vision

MKYCOMM managed the media buying and performance marketing, utilizing hyper-localized and interest-based targeting. Our approach combined geo-fencing around New Cairo’s key hubs with professional demographic targeting to reach high-net-worth investors and potential tenants. By continuously optimizing ad spend across platforms, we moved beyond mere awareness to drive high-quality lead generation, ensuring the property's unified value proposition reached the right audience at the right time.