After having developed the campaign to launch Saudi Tourism in 2019 titled #wherein the world, DDB Dubai has followed up with a new campaign launched in January 2021 called this time “Welcome to Arabia”- a journey you have never imagined.
The objective of the new campaign is to go beyond building awareness for the destination and start building consideration as Saudi Arabia is getting ready to welcome people again in 2021 and is hoping to attract a new wave of tourists, people who have never considered the kingdom as a touristic destination and who will now have it on their agenda.
The campaign is a global one, which will be seen in over 28 countries across TV, Digital, Social and Online Travel Agencies (OTAs).
The print campaign features jaw-dropping scenic photography of different areas throughout the kingdom, accompanied by the tagline "welcome to a journey you've never imagined". The film builds furtehr on the print campaign with truly unexpected imagery that works like a teaser. The challenge obviously was to portray Saudi Arabia from a different angle, one that the viewer isn't familiar with or has even never imagined existed in this country.
Hubert Boulos CEO DDB Middle East said, “Following the launch campaign last year we truly had to start building the brand while triggering consideration. The story here is intriguing and leads you into a journey beyond imagination, that no other destination could have offered”.
