Saudi Arabia's national tourism brand, Saudi Welcome to Arabia, has launched a new global marketing campaign featuring soccer legend and Saudi tourism ambassador Lionel Messi.
The 'Go Beyond What You Think' campaign, which will launch in key target markets in Europe, India and China, is based on consumer insights, revealing that there are still common misconceptions about the destination and to experience an amazing and vibrant cultural transformation. Locations across Saudi Arabia.
The campaign brings to life the United Nations Tourism Organization's 'Tourism Opens Minds' initiative, launched on World Tourism Day in Riyadh in September 2023, encouraging travelers to broaden their horizons and explore new places around the world. Extend attractive invitations.
According to the Saudi Tourism Authority, a special pledge has been made to government and industry stakeholders to promote new and under-represented destinations, while consumers are encouraged to “be open to new cultures and destinations. He pledged to be tolerant and open-minded. Traveling Heart”
Messi was one of many major international figures to take that oath. The newspaper said he has strong ties to Saudi Arabia, where he frequently visits Saudi Arabia, most recently with his wife Antonella and their two children last spring.
Messi and his family have expressed delight with their experience in Saudi Arabia and expressed a desire to continue visiting the country.
The latest 'Welcome to Saudi, Arabia' brand campaign was run over three months using a combination of TV, social, digital and OTA strategies. This is the latest in a series of initiatives by the Saudi Tourism Authority to broaden horizons and promote cultural bridges through tourism.
People who know Saudi Arabia are encouraged to share their positive experiences and memories in Arabic on TikTok and social channels using the bilingual hashtag #ShareYourSaudi, the statement said.
Boldly tackling these misconceptions head-on, the campaign's powerful call to action features a heroic video of Messi breaking through a metaphorical “wall” of misconceptions about the country, encouraging visitors to avoid outdated stereotypes. It invites you to discover the unexpected beyond.
The video showcases Saudi Arabia's diverse locations, weather and terrain, from the pristine waters of the Red Sea to the lush mountains of Asir, snow-capped Tabuk, the coastal city of Jeddah and the bustling capital of Riyadh.
Celebrating Saudi Arabia's activities and attractions, Messi's campaign focuses on the Diriyah E-Prix, Riyadh Season theme park rides, AlUla hot air balloon flight and MDL Beast music event.
The Saudi Tourism Authority said the campaign also spotlights Saudi Arabia's open and welcoming culture and the importance of encouraging young Saudi women to reach their full potential.
Messi is a pioneer in his field, along with the Saudi women's national soccer team, motorsport athletes Dania Aqeel, DJ Kosmicat, and Rayana Barnawi, the first Saudi woman to fly into space, and is instrumental in transforming Saudi culture. He praises the Saudi women who have led the way.
With strong entry, Saudi Arabia will embrace sustainability, enable a thriving world-class culture, entertainment and sports scene, and usher in a new era of tourism development and growth through the creation of new destinations and eye-opening experiences. continues to develop.
Saudi Arabia is particularly lively during the sunny winter months. This year, he said, 17,000 events have been held in Saudi Arabia, making it “the most eventful winter in the world.” Ongoing events include Riyadh Season, Jeddah Season, Diriyah Season, Saudi Cup (February 23-24), Saudi Grand Prix (March 7-9), AlUla Arts Festival (February 9-3 Some notable events are planned, including: AlUla Sky Festival (April 10th to 27th).
Notably, this campaign begins ahead of Messi's impending and long-awaited return to Saudi Arabia, with current club Inter Miami playing against Al Nasr on February 1st and Al Hilal on January 29th. The goal is to play two games.
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