Six Flags Qiddiya – the first theme park in Saudi Arabia – has officially opened to the public, featuring Falcons Flight: the longest, fastest and tallest roller coaster in the world in Qiddiya City within the Riyadh Province of Saudi Arabia.
To raise awareness about the launch of the amusement park, which offers thrilling rides, great attractions, as well as family-friendly dining and shopping options across its various areas, including Steam Town, City of Thrills, Twilight Gardens, Discovery Springs, Grand Exposition, and Valley of Fortune, this Saudi gigaproject of Qiddiya has undertaken a full-360-degree, integrated campaign across the region.
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The campaign was also brought to life across television commercials (TVCs), radio, out-of-home (OOH) and digital-out-of-home (DOOH) billboards, and social media channels such as TikTok, Meta and Snap.
LEO KSA – Leo Burnett KSA – was the creative agency on the campaign, while OMD MENA was the media agency and Truffle was the production house.
The campaign was also rolled out across programmatic on YouTube and DV360, as well as Google Search, WhatsApp marketing, content integration on the The Voice as well as during the livestreaming of the opening ceremony on YouTube, X and the Six Flags website.
The campaign targeted families, adventure and adrenaline seekers, park enthusiasts, memory creators, and cautious explorers, among others.
The strategy was to create the biggest buzz possible on the first theme park in the Kingdom of Saudi Arabia and the first project delivered under the Qiddiya City vision. Tapping into all the touchpoints and being everywhere possible gave those following the brand a clear message – don’t miss out!
Additionally, Six Flags Qiddiya worked with multiple influencers from all over Saudi Arabia and the region to get the word out about the amusement park as well as the Falcons Flight ride. The brand also conducted several influencer activations in key attractions around Riyadh and offered promo codes.
The success of the campaign is being measured by ticket sales, which has been successfully reflected through the footfall and intent to visit and purchase.
CREDITS:
Client: Six Flags Qiddiya
Agencies: Leo Burnett KSA, OMD MENA, Truffle
