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Saudi’s national tourism brand ‘Saudi Welcome To Arabia’ has kicked off a global marketing campaign, featuring football icon and Saudi Tourism ambassador, Lionel Messi.
Launching across key target markets in Europe, India and China, the ‘Go Beyond What You Think’ campaign is anchored on consumer insights, which revealed there are still common misconceptions about the destination.
Addressing these misconceptions head-on, the campaign’s call-to-action encourages visitors to discover the “unexpected beyond outdated stereotypes”, with a hero video featuring Messi breaking down metaphorical ‘walls’ of various misconceptions about the country.
The video showcases Saudi’s diverse locations, weather and terrain – from the Red Sea to the mountains in Aseer, snow-covered Tabuk, the coastal city of Jeddah and Riyadh, its capital.
The Messi campaign highlights the Diriyah E-Prix, Riyadh Season’s theme park rides, AlUla’s hot air balloon…