ROSHN Group’s Waterfront Revamp Campaign

ROSHN Group

ROSHN’S Waterfront Revamp Campaign transformed Jeddah’s ROSHN Waterfront walkway into a 16k sqm artistic masterpiece, earning a Guinness World Record for the longest painting on pavement. The project featured two local artists who designed elements reflecting ROSHN’s community focus and Jeddah’s vibrant spirit. Aimed at increasing footfall, enhancing the visitor experience, and showcasing ROSHN’s dedication to arts and culture, the campaign encouraged extensive community involvement. Volunteers collaborated to realise the designs. The digital strategy included cross-channel social media engagement, influencer marketing, drone footage, and time-lapse videos. The campaign achieved notable results: 47.4K impressions, 6.98K engagements, 7.29K video views, and potential reach of 5.2 million on social media and 32.9 million in traditional media, reinforcing ROSHN’s role in urban cultural development and aligning with Vision 2030’s focus on quality of life. The Kingdom achieved another first, this time for a new Guinness World Record that celebrated arts and culture.