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Shantelle Nagarajan

posted on May. 18, 2026 at 1:42 pm

Saudi Arabia’s AlUla Tour wins 179m interactions with campaign concept rooted in ‘FOMO’

Shantelle Nagarajan

posted on May. 18, 2026 at 1:42 pm

A deep dive into the AlUla Tour 2026 campaign, created in partnership with Saudi Arabian creative agency Takkah.

AlUla Tour

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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Tags:Abdullah Al-Drees Advertising AlUla Tour 2026 Anwar Ramadan creative cycling Ez Al-Khad Firas Al-Mubarki fomo Insights marketing results Saudi Arabia Saudi Panther Shahad Al-Muhanna Sports Strategy Takkah The Big Miss Out Yazeed Al-Majyul

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.