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STC unveils a fresh side to Saudi Arabia’s image

Saudi Telecom Company has unveiled a major new campaign aimed at dispelling the stereotypical ideas around Saudi Arabia to both the world and to Saudis themselves.
J. Walter Thompson created ‘Unveil Saudi’, a project that invited local bloggers, social media influencers and photographers to journey with STC through the Kingdom’s lesser-known villages, towns and small cities to document a side of the country beyond oil and desert.
“People outside the Kingdom are unable to view the country the way Saudis do,” explained Ahmed Al Sahhaf, general manager of Consumer Marketing Communication at STC. “All too often, images and mass media portray desert and oil.
“But sometimes, eve

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