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 outbreak left a tremendous impact on the tourism industry and forced the Kingdom to shut its doors closed, halting all international and domestic flights

inbound/outbound at the time. The country enforced 24-hour curfews, social distancing and urged people to stay put in the safety of their own homes. In parallel, naturally, all outbound vacation plans for Saudis has been canceled due to the spread of coronavirus.

With that being said, it was a clear opportunity and responsibility for us to leverage the situation by creating a plan that would shift the current mind-set of society during Covid-19 and change the perception of domestic travel in Saudi Arabia rather than international destinations.

With planning and local insight based on local research, all of our communication and media planning was locally focused, covering touchpoints across the media landscape in the kingdom.