Saudi national tourism brand ‘Saudi Welcome To Arabia’ has launched another global marketing campaign featuring football legend and Saudi tourism ambassador Lionel Messi.
Launching in key target markets in Europe, India and China, the ‘Raise Beyond What You Think’ campaign is based on consumer insights that reveal there are still common misconceptions about the destination, and invites audiences to experience the incredible and vibrant cultural transformation place in Saudi Arabia.
The campaign brings to life the UN’s tourism initiative, Tourism Opens Minds, launched on World Tourism Day in Riyadh in September 2023, which makes a compelling invitation to travelers to expand their horizons and explore unexplored corners of the world.
According to Saudi Tourism, governments as well as industry stakeholders were presented with a special commitment calling on them to promote new and underappreciated destinations, while consumers pledged to “be open to new cultures and destinations by keeping an open heart while traveling ‘
Messi was one of many leading international figures to take this pledge. He has an affectionate relationship with Saudi Arabia, being a frequent visitor to the country, including most recently with his wife Antonella and their two children last spring, the release said.
Both Messi and his family expressed their enjoyment of their Saudi experience and desire to continue visiting the country.
The brand’s latest Saudi Arabia Welcome to Arabia campaign is a mix of TV, social, digital and OTA tactics activated over a three-month period. This is the latest in a series of initiatives by Saudi Tourism to promote broadening perspectives and connecting cultures through tourism.
Those who know Saudi Arabia were encouraged to share positive experiences and memories on TikTok and social channels using the bilingual hashtags #ShareYourSaudi and in Arabic, the statement said.
Boldly addressing these misconceptions directly, the campaign’s powerful call to action encourages visitors to discover the unexpected beyond outdated stereotypes, with a heroic video in which Messi breaks down the metaphorical ‘walls’ of various misconceptions about the country.
The video showcases the diverse locations, weather and terrain of Saudi Arabia, from the pristine waters of the Red Sea to the lush green mountains of Aseer, snow-capped Tabuk, the coastal city of Jeddah and Riyadh, the bustling capital.
Celebrating Saudi Arabia’s activities and attractions, Messi’s campaign highlights the Diriyah E-Prix, Riyadh Season theme park rides, AlUla hot air balloon flights and MDL Beast music events.
Saudi Tourism said the campaign also highlights Saudi Arabia’s open and welcoming culture and the importance of inspiring young Saudi women to reach their full potential.
Messi pays tribute to Saudi women who have been pioneers in their fields and led Saudi Arabia’s cultural transformation, such as the Saudi women’s national football team, motorsport racer Dania Aqeel, DJ Cosmicat and Rayana Barnawi, the first Saudi woman in space .
With a strong entry, Saudi Arabia continues to pioneer a new era of tourism development and growth by creating new destinations and show-stopping experiences, embracing sustainability and allowing world-class culture, entertainment and sports scenes to flourish.
Saudi Arabia especially comes alive during its sunny winter season, with the country hosting 17,000 events this year, making it “the most happening winter in the world.” Current events include the Riyadh Season, the Jeddah Season and the Diriya Season, with upcoming notable events including the Saudi Arabia Cup (February 23-24), the Saudi Arabian Grand Prix (March 7-9), the AlUla Arts Festival (February 9 to 2 March) and AlUla skies festival (April 10-27).
Notably, the campaign kicks off ahead of Messi’s upcoming and much-anticipated return to Saudi Arabia, where he will play two matches with his current club, Inter Miami, against Al Nasr on February 1 and against Al Hilal on January 29.
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