In a groundbreaking move, Saudi Arabia’s national tourism brand, ‘Saudi Welcome To Arabia,’ has launched a global marketing campaign featuring football sensation Lionel Messi, who also serves as a Tourism ambassador for the country. The campaign, titled ‘Go Beyond What You Think,’ is strategically targeting key markets in Europe, India, and China. This initiative, spanning TV, social media, digital platforms, and online travel agencies (OTA), aims to dispel lingering misconceptions about the destination while inviting global audiences to witness the vibrant cultural transformation unfolding in Saudi Arabia.
The campaign is rooted in consumer insights, revealing prevalent stereotypes and misunderstandings about the country. Over a three-month period, the ‘Saudi Welcome to Arabia’ brand campaign will engage audiences through various channels, fostering a broader perspective and cultural exchange through tourism.
Taking a direct approach to address misconceptions, the campaign’s call-to-action urges visitors to explore beyond outdated stereotypes. A hero video featuring Messi symbolically breaks down metaphorical ‘walls’ associated with misconceptions about Saudi Arabia. The video showcases the diverse landscapes of the country, ranging from the pristine waters of the Red Sea to the lush green mountains in Aseer, the snow-covered Tabuk, the coastal city of Jeddah, and the bustling capital, Riyadh. The campaign emphasizes Saudi’s rich offerings, highlighting attractions such as the Diriyah E-Prix, theme park rides during Riyadh Season, hot air balloon flights in AlUla, and the electrifying MDL Beast music events.
A key focus of the campaign is on Saudi’s open and welcoming culture, shedding light on the importance of inspiring young Saudi women to realise their full potential. Messi, in the campaign, celebrates trailblazing Saudi women who have played pivotal roles in the country’s cultural transformation. Notable figures include the Saudi Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space.
The campaign aligns with the UN Tourism initiative, ‘Tourism Opens Minds,’ launched on World Tourism Day in Riyadh in September 2023. By showcasing the cultural diversity and progress within the kingdom, Saudi Welcome To Arabia aims to challenge stereotypes and promote a deeper understanding of the nation.
This impactful campaign precedes Messi’s return to Saudi Arabia, where he will play two matches with his current club, Inter Miami, facing Al Nassr on February 1 and Al Hilal on January 29. As the campaign unfolds, Saudi Welcome To Arabia aims to captivate global audiences, inviting them to explore the richness and diversity that Saudi Arabia has to offer beyond preconceived notions.
