In September 2019, Saudi Arabia opened its borders to the world, by launching a tourist visa for the first time in its history. Marking the beginning of a new era in the country’s flourishing tourism sector by welcoming 17 million visitors from 49 countries. However, the country barely kicked off its ambitions, only to be shocked by a paralyzing pandemic. The outbreak left a tremendous devastation on the tourism industry, suffering local businesses, decrease in job opportunities and an increase in depression among the people of Saudi.

The objective is to launch a fully integrated Summer Campaign to promote domestic tourism and travel packages, as well as shed light on the country's hidden gems that most Saudis and residents did not know existed. The campaign is meant to create awareness of 10 destinations and drive traffic towards them as the country began to ease on Covid-19 restrictions.

Understanding the state of mind people are in, along with a suffering economy, after months of lockdown and being chained by Covid-19, drove us in taking a more human and emotional approach. The aim is to connect with people on an emotional level by delivering a message that may give them hope, inspire them and stir their imagination during these hard times of being stuck between four walls for such a long time. The concept is: “Tanaffas/?????” or “Breathe” but was headlined in English as “Break Free”.The concept is meant to ask the audience to finally take a breath of fresh air after months of lockdown that was metaphorically (suffocating), and visit beautiful domestic destinations that will take their breath away.

Through an integrated marketing strategy, that would use the power of communication and collaboration to turn such an unfortunate circumstance into what may be the re-birth of Saudi tourism.

WHO: The target audience are: Saudi Citizens and Residents of Saudi Arabia, including large families, large families w/help, Small families, couples, solo travelers and friends. The age groups targeted were below under 22, 23-39 , 40 & above. With a focus on female travelers as a segment, as well as non-arabic speakers. With spending considerations of Mass population, affordable and luxury.

WHAT: Promoting 10 hero summer destinations as well as including cooler locations and new hidden gems of the kingdoms, via 100 travel packages.

HOW: Integrated and full fledged marketing campaign, covering multi-platforms and communication channels both traditional & non-traditional media.

The approach was to (Create Awareness & Change Perception) through a teaser phase, awareness phase, segmented phase and tactical approaches to reach campaign objectives and all target segments strategically through the appropriate channels. Main communication pillars were categorized as Destination led, Activity led, Passion led and Duration led.

The main campaign assets launched with a main Film that was launched on all platforms and all communication channels, paired with 4 main campaign visuals that were cascaded across all platforms as well as nationwide outdoor billboard circuits. The launch also included radio ads on popular radio stations. Moreover, the launch was followed with 29 films across multiple platforms under the communication pillars of Destination led, Activity led, Passion led and Duration led. Supported with influencer engagement reaching 2.9 Million.

The campaign ran from June 24 2020 - October 6 2020.

The coverage was nation wide, and was communicated in 5 different languages and across both local and international outlets.

Results included:

- +80% increase in domestic travel

- 24.2 Billion Impression

- $1 Billion dollars in sales of the Accommodation, F&B and Culture & Recreation sectors

- %94.5 Positive Sentiment

- 300K APP downloads

- 111 Million Social Engagement

- 10 Million views on Youtube and another 10 Million views on Twitter within 1 month for the launch film only

- 77 Million views collectively for the additional films produced throughout the campaign

The call to “Break Free” was a remedy to the country’s recovery. Provided much needed jobs, revived an industry and reduced that claustrophobic world we almost got used to