Saudi Arabia’s King Salman Park, one of the world’s most ambitious and transformative urban regeneration projects, has revealed the strategy, rollout and the success of its Saudi Founding Day campaign.
In celebration of Saudi Founding Day, a day when the Kingdom honours the continuity of the Saudi state and long-standing unity of a nation, King Salman Park Foundation leaned into a space that unites generations and calls for people to come together through culture, nature and life.
بين الأمس والغد،
تبقى هذه الأرض مكانًا يجمعنا. pic.twitter.com/A2mKvf3GDZ— حديقة الملك سلمان (@KingSalmanPark) February 21, 2026
Strategic thought behind King Salman Park’s Saudi Founding Day campaign
The campaign answered an important question: How do we make people feel connected to a place that is a living continuation of the Founding values, when they cannot yet experience it?
The challenge was to express Saudi Founding Day through the idea of King Salman Park before it physically opens, in a way that it feels unmistakably Saudi without relying on clichés; evokes pride through depth and confidence rather than volume; respects the Park’s current stage of development; and then builds trust, anticipation and cultural meaning rather than expectation.
The opportunity was to establish King Salman Park as a civic and cultural idea that already belongs to the nation — even while it is still being realised.
Rooted in the same land that once brought people together centuries ago to , the Park is positioned as a natural continuation of the Kingdom’s story, an urban space that will carry the same values forward.
Guided by a simple yet powerful message, the campaign was brought to life saying: “It was this land that brought us together, and so it will always be.”
As such, the campaign began the process of embedding King Salman Park into the fabric of Saudi culture – leading the cultural conversation rather than surfing culture. It created a multi-year platform for Founding Day through a campaign that was distinctly for King Salman Park and the Foundation.
من #يوم_بدينا وهذه الأرض تجمعنا.#يوم_التأسيس
Since #Our_story began, this land has brought us together.#FoundingDay pic.twitter.com/aw7aRCkc9D
— حديقة الملك سلمان (@KingSalmanPark) February 18, 2026
Rollout and of the campaign
The campaign was conceived as an integrated campaign bringing together King Salman Park’s communications and marketing teams and agencies.
It was developed across earned media, owned media, paid media and shared media channels. The campaign received earned media coverage across broadcast media, print media and online media. It also ran on an owned out-of-home billboard, across the brand’s social media channels and website hubs.
The Founding Day campaign also had paid media spend allocated for online media support and artist collaborations, with shared amplification across the artist’s and influencer channels.
The campaign was targeted primarily at Saudi citizens and residents in Riyadh. The brand chose to use an integrated approach leveraging its own assets – in this case a 75m hoarding with a QR code – to engage the audience on Founding Day rather than only narrating the story of Founding Day.
The campaign was developed by the King Salman Park Foundation‘s Communications and Marketing Department in partnership with Webedia, Edelman and Nuss.
To bring the campaign’s vision to life, King Salman Park Foundation partnered with renowned Saudi artist Mohammed Alajlan, whose artistic craft spans over five decades.
Through AlAjlan’s poetic brushstrokes, Arabic letters were transformed into flowing, life-like movements. The artwork visually embodied the continuous journey of the Saudi state, from its founding to its future, reinforcing the message: “It was always this land that brought us together, and so it will always be.”
Arabic Script:
على هذه الأرض اجتمعنا
ومن ترابها ولدت أولى حكايات التأسيس
هنا اجتمع الناس، وتعانقت الطرق
وتقاسمت القلوب معنى الحياة
واليوم،
تواصل الأرض نموها ماضية برسالتها
نحو مستقبل أخضر، يعيد للرياض معناها
مدينة للحدائق وموطنًا للحياة
هنا بدأنا…
وستبقى هذه الأرض مكانًا يجمعنا
The campaign unfolded with a series of behind-the-scenes digital teasers, inviting people to witness the evolution from blank canvas to completed masterpiece. The white space was presented as a metaphor for the future taking shape, gradually turning anticipation into belonging.
On Founding Day, the completed 75m hoarding was unveiled through a live-streamed event in Riyadh, bringing people together through a shared national moment captured across the brand’s social media channels.
The billboard continues to stand at the heart of Riyadh, featuring a QR code that directs to a dedicated campaign page, linking the journey to its result.
What once was a construction hoarding turned into a cultural landmark, attracting widespread media attention. As the unveiling generated media coverage across major regional networks, including MBC1, AlArabiya, AlEkhbariya, and many more.
To bring the story together for King Salman Park’s audience, we created a short social media film capturing the campaign journey, featuring glimpses of media coverage alongside the artist’s interview. Through this film, we shared the inspiration behind the campaign. For those interested in exploring the behind-the-scenes journey further, we also released an exclusive three-minute film on its YouTube channel.
As part of its internal engagement initiatives, limited-edition prints were shared with key stakeholders, a special gift for those dedicating their time and expertise to this ambitious project and inspiring us to bring the Park to life every day. Additionally, to share this special moment with its team, we are planning to unveil the art piece for the first time in the annual Eid gathering.
Most importantly, the campaign ensured that this Founding Day expression would not fade with the celebration. Through art, a medium that lives beyond a single moment, we embedded continuity into the very fabric of King Salman Park’s story, honouring the past while inviting the future.
All in all, the campaign teaser in pre-phase ran for five days before the grand reveal at 12am on 22 February 2026 , which came to life in the form of an Instagram Live Event of the billboard reveal.
This was followed by broadcast media coverage, behind-the-scenes (BTS) content, limited edition stakeholder prints and a fascinating employee reveal.
For the period from 22 February to 3 March 2026, the campaign delivered 28.8 million impressions, 12.1 million video views, and reached 8.2 million users. The campaign also generated 146,000 engagements with an average video through rate of 42 per cent. The BTS films had a VTR rate of more than 70 per cent.
CREDITS:
Campaign: Saudi Founding Day campaign
Clients: King Salman Park | King Salman Park Foundation
Agencies: Webedia, Edelman and Nuss.
