Egyptian real estate giant Talaat Moustafa Group Holding (TMG), led by billionaire Hisham Talaat Moustafa, has launched a global marketing campaign featuring Hollywood actor Sylvester Stallone to promote its SouthMed coastal project, a large-scale development in the North Coast.

The project carries planned investments of about EGP 1 trillion ($20 billion) and projected sales of roughly EGP 1.6 trillion (about $32 billion). It is being developed in El Dabaa along Egypt’s Mediterranean shoreline and is positioned as one of the company’s most ambitious mixed-use coastal projects.

Stallone fronts global push

The campaign, rolled out ahead of the summer 2026 sales season, quickly gained traction online, drawing millions of views across digital platforms within hours of release.

In the promotional video, Stallone described SouthMed as a destination that stands apart from other Mediterranean resorts he has visited.

“From time to time you discover a place that is different in all its details, and SouthMed is one of those rare places,” he said in the footage.

The marketing material highlights a lifestyle built around waterfront living, with beach clubs, marinas and swimmable lagoons integrated into the wider development. Visuals show planned villas, chalets, marina apartments, retail districts and hospitality assets, including properties expected to be operated under the Four Seasons brand.

TMG said the campaign is intended to broaden international awareness of the project and attract overseas buyers, alongside domestic demand. The company has increasingly leaned on high-profile cultural figures to extend its reach beyond Egypt, following earlier promotions that featured regional musicians performing in multiple languages.

SouthMed project scale and scope

SouthMed spans about 23 million square metres (5,500 feddans) and includes an 8-kilometre beachfront and what the company describes as more than 100 kilometres of swimmable lagoons and artificial lakes.

The master plan outlines more than 60,000 residential units across 20 gated communities, with homes overlooking the sea, lagoons and golf courses. Planned infrastructure includes the “MED Marina,” which is designed to accommodate about 400 yachts, a 2.5-kilometre promenade, wellness facilities, golf courses and an entertainment district positioned as one of the largest of its kind in the region.

Simultaneously with the campaign launch, TMG introduced a limited sales phase for fully finished chalets starting at EGP 10 million ($200,550). Buyers can enter with a 1.5 per cent down payment of about EGP 120,450 ($2,415), followed by monthly installments starting from EGP 12,045 ($241), with repayment terms extending up to 15 years. The offer is scheduled to run until the end of August.

TMG strengthens North Coast position

The timing of the campaign comes as TMG continues to strengthen its position in Egypt’s North Coast property market.

According to data from real estate consultancy The Board Consulting, TMG accounted for about 38 per cent of total North Coast real estate sales across 2024 and 2025, ranking first among developers in the region.

Total sales in the North Coast during that period reached EGP 1.2 trillion ($24 billion), representing roughly 36 per cent of Egypt’s overall EGP 3.2 trillion ($64.2 billion) property market.

The report placed Palm Hills Developments in second position with a 13 per cent share, followed by J Real Estate Development at 9 per cent and Modon at 5 per cent, while other developers made up the remainder.

TMG recorded sales of EGP 130 billion ($2.6 billion) in 2025, supported by sustained demand for SouthMed and its wider coastal portfolio.

TMG’s financial results and broader portfolio

Founded in 1974, TMG has grown into one of Egypt’s largest listed developers, with a portfolio spanning residential communities, hospitality assets, and mixed-use projects. Under Hisham Talaat Moustafa, who owns 43.16% of the company, the group has focused on large-scale urban developments and long-term project pipelines.

The company reported net profit of EGP 5.5 billion ($110.3 million) for the three months ended March 2026, up 24 per cent from EGP 4.4 billion ($88.2 million) a year earlier. Its backlog rose to EGP 457.9 billion (about $9.2 billion), providing visibility on future revenue, while total assets reached EGP 475.2 billion ($9.5 billion), reflecting continued expansion across its developments.