SAUDI ARABIA. The Saudi Tourism Authority (STA) has premiered an international campaign, named This Land is Calling, aimed at boosting tourist numbers.
The advertising campaign – part of the country’s strategy to reach the ambitious target of 150 million tourists by 2030 – is set to launch across the UK, France, Italy, Germany and the US.
The campaign is anchored in insights from visitors to Saudi, with its centrepiece a near two-minute cinematic video which captures the splendour of the Kingdom’s landscape and tourist attractions through the eyes of a female traveller (watch it via the link below).
STA noted: “The campaign pays homage to the spirit of adventure and wonder that permeates the Saudi landscape, with its mystical sites and modern traditions that remain rooted in a simpler past.
“The film follows a female explorer, as she navigates an unfamiliar terrain, on a journey of discovery. It celebrates Saudi in all its beauty and complexity – from the rolling dunes and snow-covered mountains and the vibrant corals of the Red Sea; a visceral look at a multifaceted country, where monuments are frozen in time, and history can be seen, touched and felt.”
The video showcases a lesser-known side to Saudi Arabia – its expansive geography, diverse terrain, and human and natural wonders from the clear turquoise waters of the Red Sea, to Aseer’s lush mountains, the vibrant cities of Riyadh and Jeddah as well as the UNESCO World Heritage Sites of Diriyah, Hegra and Al Balad.
The campaign was brought to life in partnership with creative agency BETC. It will reach audiences through a multiplatform approach and, in the words of STA, “will serve as a banner for a series of initiatives to broaden perspectives and bridge cultures over the course of the next several months”.
His Excellency Ahmed Al Khateeb, Minister of Tourism and Saudi Tourism Authority Chairman said: “We are thrilled to invite the world to uncover the vibrant evolution of Saudi. This campaign is a celebration of our nation’s unique blend of time-honoured traditions and cutting-edge modernity.
“As we work towards Saudi Vision 2030, our goal is to highlight The Kingdom’s innovative spirit, cultural richness and stunning landscapes, and position ourselves as one of the premier global tourism destinations.
“We are excited to share a vision where our historical treasures and contemporary achievements create an unforgettable experience for visitors from around the globe.”
