‘Saudi Welcome To Arabia’ has kicked off another global marketing campaign featuring football legend and Saudi Tourism ambassador, Lionel Messi.
Launching across key target markets in Europe, India and China, the “Go Beyond What You Think” campaign is anchored on the common misconceptions about the destination. It invites audiences to experience the vibrant cultural transformation taking place across Saudi.
Those that know Saudi are encouraged to share positive experiences and memories on TikTok and social channels using the bi-lingual hashtags #ShareYourSaudi and in Arabic #السعودية_بعيونك,.
The latest ‘Saudi Welcome to Arabia’ brand campaign is a combination of TV, social, digital, and online travel agents tactics activated over a three-month period.
The campaign brings to life the UN Tourism, ‘Tourism Opens Minds’ initiative that launched on World Tourism Day in Riyadh in September last year.
Fond connection
Messi has a fond connection with Saudi being a frequent visitor to the country, including most recently with his wife, Antonella and their two children last Spring.
Boldly addressing these misconceptions head-on, the campaign’s powerful call-to-action encourages visitors to discover the unexpected beyond outdated stereotypes,
This includes a hero video featuring Messi breaking down metaphorical ‘walls’ of various misconceptions about the country.
The video showcases Saudi’s diverse locations, weather and terrain – from the pristine waters of the Red Sea to the lush green mountains in Aseer, snow covered Tabuk, the coastal city of Jeddah and Riyadh.
The Messi campaign highlights the Diriyah E-Prix, Riyadh Season’s theme park rides, AlUla’s hot air balloon flights and MDL Beast music events.
Inspiring Saudi women
The campaign also places a spotlight on Saudi’s open and welcoming culture and the importance of inspiring young Saudi women to reach their full potential.
Messi celebrates the Saudi women who have been trailblazers in their fields and leading Saudi’s cultural transformation such as the Saudi Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space.
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Saudi comes alive during its sunny Winter Season – this year the country is hosting 17,000 events, making it ‘the world’s most happening winter’.
Ongoing events include Riyadh Season, Jeddah Season and Diriyah Season, with notable events coming up including the AlUla Arts Festival in February.
The campaign is launching ahead of Messi’s much-anticipated Saudi return playing two matches with his current Club, Inter Miami, against Al Nassr on 1 February and against Al Hilal on 29th January.
