The travel journey is no longer defined by a single touchpoint; it is a highly personalised experience that begins long before takeoff.
When Saudia Airlines set out to showcase its premium travel experiences and services they wanted a highly engaged audience. The kind who browse online for inspiration, wanderlust and planning when it comes to trips, curating mood boards and collaging for the right vibe.
As a result, the brand became the first aviation brand in the Middle East to advertise on Pinterest.
“We are proud to be the first aviation brand in the region to advertise on Pinterest. The platform allowed us to reach a highly engaged audience, showcasing Saudia’s premium travel experiences and driving strong engagement and high quality traffic. This success positions Saudia as a digital pioneer and sets a new benchmark for innovation in the industry,” says Essam Akhonbay, VP Marketing, Saudia.
Where the journey takes off
The travel category on Pinterest is rich with high-intent planners. Audiences arent just scrolling, but actively dreaming, planning, and getting ready to book.
According to GWI, GGC report from Jan 2025, Pinners are +15 per cent more interested in travel and +1.6x more likely to be planning a trip. Brands that understand how to show up with relevant, visually compelling content are rewarded with engagement that will support their goals.
Saudia Airline’s ambition was to be present amongst these audiences. As the first aviation brand in the region to promote on Pinterest, they weren’t just launching a campaign but taking a claim in the travel category.
Saudia’s approach was built on a creative mix. This included an immersive Max Width Video – video ads that expand across people’s entire feed on mobile – sparking wanderlust, paired with striking static visuals that brought their premium destinations and competitive fares to life. The brand’s goal was to build meaningful awareness and drive genuine consideration among an audience already in the mindset to explore.
Together, these formats created a seamless experience, one that felt native to Pinterest’s visual-first environment while clearly communicating Saudia’s offerings.
As a result, Saudia was able to meet potential travellers at every stage of their planning journey. Whether a user was dreaming about their next getaway or narrowing down their options, Saudia was present and ready to inspire action.
The results achieved a cost per thousand impression (CPM) 30 per cent, a cost per click (CPC) 25 per cent lower, and a click-through rate (CTR) 75 per cent.
The results indicate that the campaign was able to deliver reach and engagement efficiently, with lower costs to generate impressions and clicks, alongside a higher rate of users interacting with the ads.
As travellers increasingly turn to digital platforms to shape their next experience, platforms like Pinterest are becoming an important part of the travel planning and discovery journey.
