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Messi stars in latest Saudi tourism ad campaign
Fresh from christening the world’s largest cruise ship, football legend Lionel Messi is fronting the latest Saudi Arabia tourism campaign.
Messi, a Saudi Tourism Ambassador, is the face of the ‘Go Beyond What You Think’ campaign which launches in key target markets in Europe, India and China.
The campaign aims to dispel the common misconceptions about the culture and destination.
Visitors and Saudi residents are encouraged to share positive experiences and memories on TikTok and social channels using the bi-lingual hashtags #ShareYourSaudi ( #السعودية_بعيون .)
The latest in the ‘Saudi Welcome to Arabia’ brand campaign will air on TV, social, digital channels and OTA activations over a three-month period.
The message is to encourage travellers to ‘be open-minded to new cultures and destinations, holding an open heart while travelling.’
The campaign video shows Messi breaking down misconceptions about the country.
The video showcases Saudi’s diverse locations and terrain – from the Red Sea, the coastal city of Jeddah and Riyadh and the mountainous terrain.
Highlights include AlUla’s hot air balloon flights and MDL Beast music events.
One of the misconceptions it aims to dispel is the role of women in the country.
A number of high-profile female achievers are featured including the Saudi Women’s National football team and Rayyanah Barnawi, the first Saudi woman in space.
Big ticket sports and cultural events are a big part of Saudi tourism promotion.
It is showcasing events such as the Saudi Cup (February 23-24), Saudi Arabian Grand Prix (March 7-9), AlUla Arts Festival (Feb 9-March 2), AlUla skies festival (April 10-27) and more.
Also, Messi and his teammates at Inter Miami are in the country to play two games against Saudi clubs this week.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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