Visit Saudi × Indian Premier League, 2023

Integrated campaign · 25 May 2025

The 2025 edition of the Saudi Summer programme, launched under the line 'Color Your Summer' at a Riyadh workshop with more than 120 tourism partners. It ran May to September across six destinations from Jeddah and the Red Sea to Taif, Baha and Asir, hung on the Esports World Cup and the Jeddah and Asir seasons, and carried more than 600 products and 250 offers against a target of 41 million visitors from 18 countries.

Integrated campaign · 17 Jan 2025

A co-branded destination campaign with Hilton, running films on Riyadh, Jeddah, AlUla, Makkah and Madinah that set the country's landmarks alongside Hilton properties such as Waldorf Astoria Jeddah and Conrad Makkah. It built on a 2023 memorandum between the two and was pushed internationally across the Middle East, South Africa, the UK, Germany, Italy, France, Malaysia and Indonesia.

Integrated campaign · 29 Jan 2024

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.

Talent: Lionel Messi, Dania Akeel, Cosmicat, Rayyanah Barnawi.

Presenting · Event · 2024

Principal Sponsor on the festival's 2024 sponsor wall.