The 'Saudi, Welcome to Arabia' brand campaign built around Lionel Messi walking through metaphorical walls of misconceptions about the country, cut against the Red Sea, Aseer, Tabuk, Jeddah and Riyadh and featuring Saudi women including DJ Cosmicat, racer Dania Akeel and astronaut Rayyanah Barnawi. It ran three months on TV, social, digital and online travel agents with the hashtags #ShareYourSaudi and #السعودية_بعيونك. CARMA later put its reach at 747 million people in 92 countries and credited it with doubling visitsaudi.com traffic in January 2024.