ASFAR, a PIF company focused on tourism investment and sector transformation, has launched a campaign inviting residents in Saudi Arabia to invest in the nation’s tourism sector.
The campaign, launched across social media platforms, build on ASFAR’s recent sponsorship of the Al Hilal Football Club. In the campaign, audiences witness the team’s Stefan Savić, Yassine Bounou and Aleksandar Mitrović playing a card game of Baloot.
The footballers leverage their hand, each competing for where the group must visit next in Saudi Arabia. Through this narrative, the campaign’s aim is to bridge cultures, showcasing international footballers naturally immersed in Saudi culture.
“We brainstormed countless ideas as a team, but ultimately we chose to go back to the basics, something relevant, genuine, and deeply authentic, not just another flashy campaign,” says Marwa Al-Malik, Corporate Communication Director at ASFAR.
“Bringing Al Hilal’s players from diverse cultural and national backgrounds together around a Baloot table may seem simple at first, but it carries a powerful symbolic meaning,” she adds. “It reflects Saudi hospitality, celebrates diversity and breaks away from stereotypes in tourism marketing.”
ASFAR has launched this campaign in an effort to position Saudi Arabia as an outstanding travel destination. Therefore, the campaign showcases conventional Saudi culture to be appealing and enjoyable regardless of where one is from.
“More than a game, it becomes a metaphor for Saudi Arabia’s tourism landscape: different voices united by a shared vision to invite the world to experience more.” Al-Malik says.
Furthermore, the campaign has been launched strategically at a time where Saudi Arabia is doubling down on tourism under Vision 2030.
“This reflects Saudi Arabia’s evolution under Vision 2030 rooted in tradition, open to the world, and connected by the joy of discovery,” Al-Malik says.
Therefore, ASFAR’s latest spot inspires audiences to become advocates for Saudi tourism by showcasing the Saudis’ natural habits: extending invitations, sharing pride in their heritage, and welcoming the world to ‘Experience More’.
Credits:
Marketing and Creative Agency: Nurum
Production House: Sifr
PR Agency: Memac Ogilvy
