Monday, January 29, 2024
Saudi Arabia’s national tourism brand, ‘Saudi Welcome To Arabia,’ has launched a new global marketing campaign featuring renowned footballer and Saudi Tourism Ambassador, Lionel Messi.
The “Go Beyond What You Think” campaign, targeting key markets in Europe, India, and China, aims to dispel common misconceptions about the destination. It invites audiences to witness the remarkable cultural transformation happening across Saudi Arabia and encourages those familiar with the country to share their positive experiences and memories on TikTok and social channels using the bilingual hashtags #ShareYourSaudi.
This latest campaign utilizes a multi-platform approach, combining TV, Social, Digital, and OTA tactics over a three-month period. It aligns with Saudi Tourism’s broader initiatives to promote a more inclusive perspective and foster cultural bridges through tourism.
Inspired by the UN Tourism initiative, ‘Tourism Opens Minds,’ launched in Riyadh on World Tourism Day in September 2023, the campaign echoes the call for travelers to broaden horizons and explore lesser-known destinations. Both governments and consumers pledged to promote and embrace new cultures and destinations.
Lionel Messi, a frequent visitor to Saudi Arabia, especially with his family, is a prominent figure who has taken this pledge. The campaign’s powerful call-to-action challenges visitors to go beyond outdated stereotypes, as Messi features in a hero video breaking down metaphorical ‘walls’ of misconceptions about the country.
The video showcases Saudi Arabia’s diverse landscapes, including the Red Sea’s pristine waters, Aseer’s lush green mountains, snow-covered Tabuk, the coastal city of Jeddah, and the bustling capital Riyadh. Highlighting various activities and attractions, the campaign features the Diriyah E-Prix, Riyadh Season’s theme park rides, AlUla’s hot air balloon flights, and MDL Beast music events.
Additionally, the campaign emphasizes Saudi Arabia’s open and welcoming culture, particularly inspiring young Saudi women to reach their full potential. Messi celebrates trailblazers 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 Arabia continues to pave the way for tourism development and growth, focusing on sustainability and fostering world-class culture, entertainment, and sports scenes. The country comes alive during its sunny Winter Season, hosting 17,000 events this year, making it ‘the world’s most happening winter.’ Notable events include Riyadh Season, Jeddah Season, Diriyah Season, the Saudi Cup, Saudi Arabian Grand Prix, AlUla Arts Festival, AlUla skies festival, and more.
The campaign launches ahead of Messi’s anticipated return to Saudi Arabia, playing two matches with his current club, Inter Miami, against Al Nassr on February 1 and Al Hilal on January 29.
Visiting Saudi Arabia has never been easier, with continuous developments in visa initiatives. The eVisa program now includes 63 countries and special administrative regions, alongside the GCC residents visa and the free 96-hour Stopover Visa. Stopover Visa holders can enjoy a complimentary one-night hotel stay during their stopover when booking with the national carrier, SAUDIA, and use the visa to explore Saudi Arabia or perform Umrah.
Saturday, April 27, 2024
Saturday, April 27, 2024
