Today, Saudi’s national tourism brand ‘Saudi Welcome To Arabia’ has kicked off another global marketing campaign featuring football player and Saudi Tourism Ambassador, Lionel Messi.
Launching across target markets in India, Europe and China, the “Go Beyond What You Think” campaign is anchored on consumer insights, which revealed there are still common misconceptions about the destination. The aim is to have audiences experience the 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 campaign is launching ahead of Messi’s Saudi return playing two matches with his current Club, Inter Miami, against Al Hilal on 29 January and against Al Nassr on 1 February.
The latest ‘Saudi Welcome to Arabia’ brand campaign is a combination of TV, Social, Digital, and OTA tactics activated over a three-month period. It is the latest in a series of initiatives by Saudi Tourism to foster broadening of perspectives, and bridging cultures through tourism.
The campaign brings to life the UN Tourism, ‘Tourism Opens Minds’ Initiative that launched on World Tourism Day in Riyadh in September 2023. It extends an invitation for travelers to broaden horizons and explore uncharted corners of the world. Governments and Industry were presented with a special pledge, calling on them to promote new and under-appreciated destinations while consumers pledged to ‘be open-minded to new cultures and destinations, holding an open heart while travelling’.
Messi has taken that pledge. Messi frequently visits the country, including most recently with his wife, Antonella and two children last Spring. Both Messi and his family have expressed delight in their Saudi experiences and a desire to continue visiting the country. The cmapiagn looks to address misconceptions head-on and encourages visitors to discover the unexpected beyond outdated stereotypes. A hero video features Messi breaking down metaphorical ‘walls’ of various misconceptions about the country.
The video showcases Saudi’s locations, weather and terrain – from the waters of the Red Sea to the mountains in Aseer, snow covered Tabuk, the coastal city of Jeddah and the capital Riyadh. In celebration of Saudi’s activities and attractions, 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. The campaign also places a spotlight on Saudi’s 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. Saudi added that it continues to pioneer a new era of tourism development and growth through the creation of new destinations and experiences, embracing sustainability and enabling culture, entertainment and sports scenes to flourish.
Saudi explains that it especially 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 Saudi Arabian Grand Prix (7-9 March), AlUla Arts Festival (9 Feb- 2 March), AlUla skies festival (10-27 April) and more.
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