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'Go Beyond What You Think' campaign aims to dispel misconceptions about Saudi Arabia
Saudi’s national tourism brand ‘Saudi Welcome To Arabia’ has kicked off a global marketing campaign featuring footballer Lionel Messi as a Saudi Tourism Ambassador.
Launching across key target markets in Europe, India and China, the 'Go Beyond What You Think' campaign addresses consumer insights, which showed there are still common misconceptions about the destination.
The campaign includes a combination of social, digital and television advertising, including OTA (terrestrial 'over-the-air') ads running over a three-month period.
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Messi has a fond connection with Saudi, being a frequent visitor to the country, most recently with his wife, Antonella and their two children last spring.
Lionel Messi and his family with Arabian horses in Diriyah
The campaign aims to highlight Saudi’s open and welcoming culture and the importance placed on inspiring young Saudi women to reach their full potential. Messi celebrates the Saudi women who have been trailblazers in their fields, leading Saudi’s recent cultural transformation, including the Saudi Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat and Rayyanah Barnawi, the first Saudi woman in space.
The campaign was launched ahead of Messi’s return to Saudi to play two matches with his current club, Inter Miami, against Al Hilal on 29 January and against Al Nassr on 1 February.
For more information, visit www.visitsaudi.com/en/messi
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