Egypt’s Talaat Moustafa Group Holding (TMG) has launched a global promotional campaign fronted by Hollywood actor Sylvester Stallone for its SouthMed tourism project, a development with investments nearing EGP 1 trillion and anticipated sales of EGP 1.6 trillion (approximately $35bn).
The campaign for the 23m square metre (5,500 feddan) project in El Dabaa on the North Coast accumulated millions of views on digital platforms within hours of its release for the summer 2026 season. The marketing push coincides with a new sales phase featuring 15-year payment terms, aimed at leveraging TMG’s leading 38 per cent market share in the region.
In the promotional video, Sylvester Stallone provided a testimonial for the development, stating: “I’ve visited many destinations on the Mediterranean, but from time to time you discover a place that is different in all its details, and SouthMed is one of those rare places.”
According to Sylvester Stallone’s commentary in the footage, the project offers a lifestyle where water features—including beach clubs, an international marina, and swimmable lagoons—are integrated into daily operations. The campaign showcased panoramic visuals of the project’s urban layout, highlighting beachfronts, crystal lagoons, luxury villas, chalets, and marina apartments alongside retail, dining, and hospitality facilities operated under the Four Seasons brand.
Simultaneously with the campaign launch, TMG introduced a marketing release for a limited number of fully finished chalets with prices starting from EGP 10m. The payment structure requires a 1.5 per cent down payment starting from EGP 120,450, with monthly instalments starting from EGP 12,045 over a period extending up to 15 years. TMG stated that the promotional offer will remain valid until the end of August.
According to project specifications, SouthMed features an 8 km beachfront, 115 km of total beaches, and more than 107 km of swimmable artificial lakes and lagoons. The master plan comprises over 60,000 residential units overlooking the sea, lagoons, and golf courses across 20 gated communities. Additional infrastructure includes the “MED Marina” with a capacity for approximately 400 yachts, a 2.5 km promenade, a wellness and healing centre, a Middle East-first entertainment city, international tournament-grade golf courses, and various five-star and boutique hotels.
TMG noted that engaging international figures like Sylvester Stallone is part of its strategy to attract foreign buyers and international investors to the Mediterranean coast. This follows a separate campaign launched weeks prior featuring musicians Cheb Khaled and Jana Amr Diab singing in Arabic, English, and French to target the group’s international customer base, which includes more than 65 nationalities.
The marketing drive follows strong sales performance by the developer. A report by real estate consultancy The Board Consulting indicated that TMG captured approximately 38 per cent of total real estate sales on the North Coast across 2024 and 2025, positioning it as the top developer in the area. Total sales in the North Coast region during those two years reached EGP 1.2 trillion, accounting for 36 per cent of the total EGP 3.2 trillion Egyptian real estate market.
The consultancy report detailed that Palm Hills followed TMG with a 13 per cent market share, while J Real Estate Development held 9 per cent, Modon held 5 per cent, and remaining developers accounted for 35 per cent. TMG recorded total sales of EGP 130 bn in 2025, leading individual developer sales due to sustained demand for the SouthMed project.
