This year, the General Entertainment Authority of Saudi Arabia had big ambitions to increase visitors of Riyadh Season from 7 million people in the 2022-2023 Season, to the 12 million visitors that are expected for the 2023 - 2024 Season. The priority was to bring in visitors from the US and Canada, Europe, and Asia, which led us to our target audience of families, who are willing to try something new with their vacation time.

Everyone’s wildest wishes can come true at Riyadh Season. We developed a campaign that introduced Riyadh Season to the world: to establish mass awareness and unleash the unimaginable magic that Riyadh Season holds.

In order to achieve mass recognition, our strategy needed to match the grandeur of the festival. We led audiences through a cinematic experience, showing them how it transcends their wildest dreams, solidifying Riyadh Season as one of the world’s top entertainment destinations.

Visual effects are essential to the narrative of this film, and with an army of artists on the front lines across multiple VFX production companies, the vision of Riyadh Season was brought to life under the steady hand of these artists generating dreamline imagery, including a fully realized rendition of the legendary Mike Tyson as an all powerful wish-granting genie, capable of bending time and space at will. The most challenging aspect of this process was finding time to include all the fantastic elements such as a chaotic roller coaster ride featuring all of the attractions at the event, and crowd surfing a packed concert venue full of Mike Tyson clones. All of the characters in the finale were shot in different countries, and by the time we see them all on screen, we can’t help but feel that they were always meant to share this moment together.

The film was a viral success, with over 132 million organic views across social channels, and over 1.1 million engagements on owned posts. This level of organic reach equates to an earned media potential of over $950,000.

All said, the impact was seismic, with attendance targets for Riyadh Season attracting 12 million visitors, a 71% increase from the previous season's 7 million.