RETHINK SUMMER: Saudi summer is next door

MSL

Saudi tourism has achieved a lot since the country first opened its doors to international tourists in 2019, but there are still many common misconceptions held by potential travelers domestically, regionally and internationally. The campaign sought to challenge these, and position Saudi as a diverse, year-round destination, while positively shaping perceptions of the country. The work we did was direct response to consumer insights, which were a result of focus groups orchestrated by STA’s in-house team, TDI, who continuously assessed ’brand health’ in relation to the Summer Campaign throughout, allowing us to create a truly impactful, data-led campaign. Media coverage was extensive, with a potential media reach of 5B+ and 3.9B+ social impressions, which achieved increased consideration and knowledge of Saudi as a destination. The multi-channel campaign boldly and creatively addressed misconceptions about the country, breaking consumer barriers and bridging cultures through tourism.