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STA ‿ and us global campaign shows Messi discovering himself in Saudi Arabia.

Saudi Tourism Authority and  ‿ and us, launched their first global campaign, after the announcement of the agency’s appointment as the Tourism Authority’s agency of records.

Starring Lionel Messi, the “Discover another side of yourself in Arabia” campaign sees the Argentinian football legend, explore many of Saudi Arabia’s beautiful sights and sounds – from iconic tourist hotspots and glamorous concert halls to lesser-known destinations in the great Arabian outdoors.

The campaign marks a new chapter in Saudi Arabian tourism – for decades mostly frequented by business travellers and pilgrims – but is now aiming to become one of the fastest growing leisure and lifestyle destinations in the world.


Client: Saudi Tourism Authority

Agency: ‿ and us

Production house: City Films