The challenge
As a relatively new tourism destination, Saudi Arabia wanted to challenge perceptions and showcase the breadth of experiences the country has to offer — particularly the activities and destinations audiences might not expect.
The ambition was to encourage viewers to leave their preconceptions behind and discover a different side of Saudi Arabia for themselves.
Our approach
We created three films centred around adventure, culture and sport, each designed to reveal something unexpected about Saudi Arabia.
Working closely with the Saudi Tourism Authority and local fixers, we sought out experiences and locations that could genuinely surprise audiences and showcase the diversity of the country.
All three TVCs were shot as a single production block, giving us consistency across the campaign while maximising efficiency. An agile, lean crew allowed us to move quickly between locations and capture as much as possible without compromising the quality or ambition of the films.
The results
The campaign generated more than 148 million impressions and reached 38.5 million people, putting a different side of Saudi Arabia in front of a significant audience.
More importantly, the creative succeeded in shifting consideration: 79% of viewers said they wanted to visit Saudi Arabia after watching the films, demonstrating the power of the campaign to challenge perceptions and inspire audiences to experience the country for themselves.
