Film showing epic shots of the destinations across the kingdom (%70 of the country did not know these areas existed) and visitors that are indulging the summer season by reflecting those moment that families, couples, friends and solo travelers would feel after breaking free from lock-down. The script is delivered in poetic Arabic (with English subtitles), opening with a statement about dreaming during quarantine for life to go back to normal, and while we were dreaming, our country remained beautiful and our skies remains clear, our lands rich and safe. Moving on to describing the beauty of the different locations and closing with a statement to “Ease into the Saudi Summer”. The tone was purposely meant to remain positive and inspiring, with careful intention to not remind people of Covid-19 or any impact it had on them, but rather focus on the positive and exciting days ahead of them.

The brand (VISIT SAUDI) is the official promoter of Saudi tourism both locally and globally, under the Saudi Tourism Authority. The brand essence is "Profound Journey in Arabia" and a brand promise of "Discover the Wonders of Arabia" , as well as a brand purpose of " We exist to inspire more people to enjoy Saudi".

Therefore the brand is instilled in locality and the saudi culture, in fact it is the ambassador local representation both within the country and abroad. It also shared values that are inspired by cultural values such as: Generosity, Joyfulness, Authenticity, Curiosity and Openness.

It is one of the brands that are pioneering the tourism industry in alignment with country's VISION 2030 program that covers pillars to develop the tourism industry and celebrate Saudi culture.