The campaign showcases the various explorative journeys travellers can embark on in Saudi, suggesting Hilton as a top choice for their stay.To bring awareness to the beauty of Saudi Arabia to travellers across the globe, Hilton has partnered with the Saudi Tourism Authority to depict the Kingdom through a large library of destination content.
The campaign aims to serve as a window that immerses visitors in Saudi experiences before their arrival. It brings to life the Kingdom’s must-visit hotspots and dives into the heart of its welcoming cities. From the spiritual significance of its holy cities to the historical treasures of Diriyah, the visuals depict stunning captures of the experiences tourists can witness in Saudi Arabia.
“Saudi Arabia is a unique destination experiencing unparalleled growth in terms of new locations and activities. Therefore, raising awareness and showcasing its beauty and diversity is a priority for us and our partners,” said Iva Kutle Skrlec, Destination Marketing Director – MEA, Hilton.
Hilton had identified that global travellers are yet to explore the natural landscapes the Kingdom has to offer. The campaign showcases the various explorative journeys travellers can embark on in Saudi, suggesting Hilton as a top choice for their stay.
Along with still photography, the campaign includes four short videos to draw in global travellers to the destination. “Compelling images are a great way to initiate conversations with potential tourists,” Skrlec explained.
The campaign is being rolled out internationally, including across the Middle East, South Africa, the UK, Germany, Italy, France, Malaysia, and Indonesia.
“We used affinity and intent signals to target audiences with relevant ads, ensuring resonant messaging. This robust campaign spanned 14 international markets across three continents, requiring careful consideration of numerous linguistic and cultural nuances,” Skrlec said.
To develop the work, Hilton collaborated with creative agency Monks UK, issuing a detailed brief encompassing audience and destination insights, product USPs, and clear messaging guidelines. “We prioritise clear communication regarding expectations while always remaining receptive to the agency’s creative recommendations,” Skrlec explained of the briefing process.
Of the challenges that came up while creating the work, she noted that a “key challenge was to balance destination and hotel content effectively, providing travelers with a comprehensive understanding of both.”
“Our goal was to convey that Saudi Arabia is the ideal destination for these experiences, while also emphasising the significant impact of the hotel on the overall travel experience and lasting memories,” Skrlec said.
To measure results, Hilton is tracking “engagement rates, landing page visits and views, funnel entries, digital bookings, and consideration uplift,” said Skrlec. “All of which significantly exceeded targets and benchmarks.”
“Our collaboration with the STA also earned us the HSMAI Adrian Award for Best Content Marketing Campaign, a recognition from the industry we are particularly proud of. Furthermore, the campaign was shortlisted at the X Awards by Digital Tourism Think Tank, as a best-in-class example of a DMO/private sector collaboration,” Skrlec further explained.
The campaign has been launched as a ‘co-branded initiative’ that marks the signing of a memorandum of understanding (MoU) between Hilton and STA in 2023 to explore cooperation opportunities to promote Saudi Arabia and attract visitors to the Kingdom, in line with Vision 2030.
It also comes as Hilton continues its plans to more than quadruple its presence with over 70 hotels under development – adding more than 18,000 keys to its growing portfolio, introducing more of its award-winning brands, and creating over 15,000 jobs for hospitality professionals across the Kingdom – with more than half of new hires being Saudi nationals.
