A recent campaign for Saudi Tourism using footballing superstar Lionel Messi reached 747 million across 92 countries in 20 languages, according to a report by CARMA.
In total, the “Go Beyond What You Think” campaign garnered engagement of 84.3 million.
The campaign is anchored on the common misconceptions about Saudi Arabia, and invites audiences to experience the vibrant cultural transformation taking place across the country.
The CARMA research revealed a significant rise in media coverage and public interest, presenting Saudi Arabia as a premier tourist destination.
Its report, Beyond the Field: Analysing the Global Impact of Lionel Messi’s Saudi Tourism Campaign, offers a d
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