Campaign Brief:
The goal is to position Saudi Arabia as a must-visit destination by drawing global attention and sparking curiosity about its diverse landscapes and hidden gems. By highlighting Saudi locations that parallel globally recognized sites, we aim to pique interest in exploring Saudi’s unique and lesser-known beauty.
The goal is to position Saudi Arabia as a must-visit destination by drawing global attention and sparking curiosity about its diverse landscapes and hidden gems. By highlighting Saudi locations that parallel globally recognized sites, we aim to pique interest in exploring Saudi’s unique and lesser-known beauty.
Rationale:
Saudi Arabia has vast, unexplored tourism potential that can appeal to travelers seeking new and uncrowded destinations. By associating Saudi sites with familiar landscapes, we bridge the gap between global appeal and the uniqueness of Saudi locations. This approach plays into travelers' desire for novelty and discovery while also offering a fresh narrative around Saudi’s tourism offerings.
Saudi Arabia has vast, unexplored tourism potential that can appeal to travelers seeking new and uncrowded destinations. By associating Saudi sites with familiar landscapes, we bridge the gap between global appeal and the uniqueness of Saudi locations. This approach plays into travelers' desire for novelty and discovery while also offering a fresh narrative around Saudi’s tourism offerings.
Objective:
Generate intrigue and drive engagement by hinting at Saudi’s tourism potential in Phase 1, encouraging audiences to guess and share, fostering a viral impact.
Convert intrigue into exploration with Phase 2, unveiling the Saudi destinations and promoting them as the next must-visit spots.
Solution:
Phase 1 (teaser) : #WhereInTheWorld
Phase 1 (teaser) : #WhereInTheWorld
A series of visually striking images and videos featuring Saudi landscapes that bear resemblance to iconic global sites (e.g., deserts, mountains, historical sites), but without revealing their location.
Inviting viewers to guess the location, subtly suggesting a surprising reveal.
Phase 2 (reveal): #Welcometoarabia
Unveiling the locations from Phase 1 with immersive content, showcasing Saudi’s unique beauty and accessibility.
Encouraging travelers to explore Saudi by promoting adventure, cultural experiences, and scenic diversity as compelling reasons to visit.
