Lionel Messi and his wife, Antonella Roccuzzo, in Diriyah
The latest in a series of initiatives by Saudi Tourism to foster tourism, Saudi’s national tourism brand ‘Saudi, Welcome To Arabia’ has collaborated on another global marketing campaign featuring football legend and Saudi Tourism Ambassador, Lionel Messi.
In a press statement, the Saudi Tourism Authority says that the campaign will launch across key target markets in Europe, India and China.
Based on consumer misconceptions about the destination, the ‘Go Beyond What You Think’ campaign invites viewers to witness the dynamic cultural transformation occurring throughout Saudi Arabia, says STA.
Messi holds a white falcon in Saudi
It adds that the latest ‘Saudi Welcome to Arabia’ brand campaign is a combination of TV, Social, Digital and OTA tactics activated over a three-month period.
STA says that the campaign is broadly based on the ‘Tourism Opens Minds’ initiative of UN Tourism that invites travellers to explore uncharted corners of the world.
The statement adds that Lionel Messi is one of many leading international figures who took that pledge. Messi has a fond connection with Saudi being a frequent visitor to the country, including most recently with his wife, Antonella and their two children last Spring. Both Messi and his family have expressed delight in their Saudi experiences and a desire to continue visiting the country.
STA says that the campaign’s call-to-action encourages visitors to discover the unexpected beyond outdated stereotypes, with a video featuring Messi breaking down metaphorical ‘walls’ of various misconceptions about the country.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 pristine waters of the Red Sea to the lush green mountains in Aseer, snow covered Tabuk, the coastal city of Jeddah and Riyadh, the bustling capital. The Messi campaign highlights the Diriyah E-Prix, Riyadh Season’s theme park rides, AlUla’s hot air balloon flights and MDL Beast music events.
The campaign also places a spotlight on Saudi’s open and welcoming culture and the importance of inspiring young Saudi women to reach their full potential. Messi celebrates the Saudi women who have been trailblazers in their fields and leading Saudi’s cultural transformation such as the Saudi Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space.
The statement adds that this year the country is hosting 17,000 events, making it ‘the world’s most happening winter’. This includes Riyadh Season, Jeddah Season and Diriyah Season, with notable events coming up including the Saudi Cup from February 23 and 24, Saudi Arabian Grand Prix from March 7 to 9, AlUla Arts Festival from February 9 to March 2, AlUla skies festival from April 10 to 27 and much more.
Notably, the campaign is launching ahead of Messi’s imminent and much-anticipated Saudi return playing two matches with his current Club, Inter Miami, against Al Hilal on January 29 and Al Nassr on February 1, adds STA.
