In keeping with Orascom Hotels & Development’s (OHD) international theme, Tailor Made Development, this advertising campaign concept utilizes the images of handicrafts that were placed in the 2010 Annual Report. These images, incorporated into new medium, shows OHD’s ability to create exceptional and minutely detailed luxury developments while also ensuring consistency in quality. The sense of familiarity between the Annual Report and the international campaign also helped make it effective.