The AlUla Tour, a road cycling stage race hosted by Saudi Arabia’s Ministry of Sports and the Saudi Cycling Federation, launched a campaign for its 2026 season to bring the tour greater cultural visibility from audiences in Saudi Arabia and the wider GCC .
Developed in partnership with creative agency Takkah, the campaign – titled ‘The Big Miss Out’ – tapped the insight of the ‘fear of missing out’ (FOMO) to meet the client’s mandate of turning the AlUla Tour into a socially relevant moment.
Tasked with a brief to create a campaign that could generate urgency, conversation and emotional investment around the event, while also positioning AlUla itself as a destination associated with
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