A comprehensive outdoor advertising signage master plan for the three satellite cities surrounding Cairo.
Location: Cairo, Egypt
Client: Cairo Ministry of Housing
Project Value: $US 550 000
Associated Consultants: Booz & Co.
Second Harvest was engaged by global management consulting firm Booz & Co. as specialist sub-consultants to assist with the development of an Outdoor Advertising Master Plan for signage occupying the three satellite cities surrounding Cairo: 6th October, New Cairo and Sheikh Zayed. The scope of work included:
- Status quo evaluation
- Benchmarking of similar international signage environments
- Format rationalization given environmental, commercial and legal issues
- Preparation of comprehensive Technical Guidelines
- Determination of appropriate industry fees and fines
- Establishment of relevant policies and manuals
- Development of the master plan
A key project focus was the GIS mapping of the existing signage opportunities in each of the three satellite cities. Central to this was a comprehensive legislative appraisal to ensure compliance with greater Cairo’s Urban Harmony Guidelines.
The Master Plan outcome was the quantification and planned integration of signage into the urban environment to ensure a sustainable revenue stream for the cities. This required the careful balancing of local government’s need for financial revenue with the preservation of greater Cairo’s urban heritage to mitigate the impact of signage on the streetscape. A strategic decision making matrix was developed as a tool to rationalize signage placement decisions.
Engaged Services:
- Status Quo Analysis
- GIS Mapping and Data Collection
- Existing Signage Evaluation
- International Benchmarking
- Format Selection Matrix Development
- Technical Guidelines
- Packaging of RFPs for Tender
- Conceptual Design
