Saudi Tourism launches global marketing campaign with Lionel Messi

Saudi Tourism has kicked off a global marketing campaign featuring football player and Saudi Tourism Ambassador, Lionel Messi.

The campaign is launching ahead of Messi’s Saudi return, playing two matches with his current Club, Inter Miami, against Al Nassr on February 1 and against Al Hilal on January 29.

Launching across target markets in Europe, India and China, the “Go Beyond What You Think” campaign is anchored on consumer insights, which revealed there are still misconceptions about the destination. Those who know Saudi are encouraged to share experiences and memories on TikTok and social channels using the bi-lingual hashtags #ShareYourSaudi and in Arabic #السعودية_بعيونك,.

The campaign builds on the UN Tourism “Tourism Opens Minds” Initiative. The latest ‘Saudi Welcome to Arabia’ brand campaign is a combination of TV, Social, Digital, and OTA tactics activated over a three-month period. It is the latest in a series of initiatives by Saudi Tourism.

The campaign extends an invitation for travellers to broaden horizons and explore corners of the world. Governments and Industry were presented with a pledge, calling on them to promote new and under-appreciated destinations while consumers pledged to ‘be open-minded to new cultures and destinations, holding an open heart while travelling’

Messi is one of many international figures who took that pledge. He has a connection with Saudi being a visitor to the country, including most recently with his wife, Antonella and two children last Spring.

The video showcases Saudi’s locations, weather and terrain – from the waters of the Red Sea to the mountains in Aseer, snow covered Tabuk, the coastal city of Jeddah and Riyadh, the capital. The Messi campaign aims to highlight the Diriyah E-Prix, Riyadh Season’s theme park rides, AlUla’s hot air balloon flights and MDL Beast music events.

Messi celebrates the Saudi Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space.

This year the country is hosting 17,000 events including Riyadh Season, Jeddah Season and Diriyah Season, with events coming up including the Saudi Cup (February 23-24), Saudi Arabian Grand Prix (March 7-9), AlUla Arts Festival (Feb 9-March 2), AlUla skies festival (April 10-27) and much more.

https://www.youtube.com/watch?v=V8fOhzmqk_c

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