Saudi’s national tourism brand ‘Saudi, Welcome to Arabia’ has launched a new spellbinding international campaign “This Land is Calling”.
The campaign targets international tourists and visitors from the United Kingdom, France, Italy, Germany, and the United States.
“This Land is Calling” focuses on showcasing the depth and breadth of a land still full of mystery for many people across the world.
Outstanding Cinematic Campaign
نرحب بكافة السياح من حول العالم في السعودية 🇸🇦
من خلال الحملة الترويجية الموجهة لأسواق أوروبا وأمريكا #This_Land_Is_Calling 🌎أهلاً بالعالم في السعودية!:https://t.co/2pvjYiWs77 pic.twitter.com/8Ad2IBECbv
— روح السعودية (@VisitSaudiAR) August 27, 2024
The cinematic campaign has posted a video that immerses viewers in an enthralling journey through several vast destinations of a mystical Saudi Arabia.
From the rolling dunes and snow-covered mountains and the vibrant corals of the Red Sea, the film portrays a real stunning image of the Kingdom, full of magic and beauty, full of complexity and fancy.
Multifaceted Country
The film pays close attention to a female explorer embarking on a journey of discovery and navigating unfamiliar roads.
Interestingly, it starts with strong feelings of apprehension and trepidation as the solo protagonist walks alone in an unknown world for her, but suddenly the heroine becomes more comfortable and relaxed after experiencing the warm Saudi welcome.
Viewers can feel that Saudi Arabia is a multifaceted country where history can be seen, touched, and felt.
“This Land is Calling” introduces a deep background about Saudi Arabia’s exceptional heritage and culture, its revolutionized transformation into a prestigious global destination, and the adorable warmth of its people.
Vibrant Evolution
“We are excited to invite the world to uncover the vibrant evolution of Saudi. This campaign is a celebration of our nation’s unique blend of time-honored 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,” said Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority, Ahmed Al Khateeb.
“I was the first, but I won’t be the last,” these words said by the film’s heroine deliver an obvious message crystalizing the bequest and majesty of Saudi Arabia as a remarkable Arabian cultural full of natural gems waiting to be discovered.
Bold Vision
With a wild vision to showcase a lesser-known side to the Kingdom, the film presents a full image of Saudi Arabia’s 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 iconic UNESCO World Heritage Sites of Diriyah, Hegra and Al-Balad.
Ambitious Goals
“With this campaign, we hope to ignite the curiosity of the traveler who craves the excitement of a completely new experience – whether in culture, adventure, sport, or entertainment. Saudi has been enjoying stellar growth in demand witnessing a 73 per cent growth in the annual average of tourists from Europe and the United States, and we continue to work with local and global partners to increase and enrich our offerings, so the 150 million tourists we welcome by 2030 can truly experience the pulsating Heart of Arabia,” said CEO and a Member of the Board, Saudi Tourism Authority, Fahd Hamidaddin.
Launched in collaboration with award-winning creative agency BETC, the campaign will serve as a theme for a series of initiatives to unleash new horizons and bridge cultures over the next months.
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