Diriyah Season – Ministry of Sports
In 2019, the Ministry of Sports, then known as General Sports Authority, planned and launched a season packed with world-class sports and entertainment that introduced Saudi to the concert experience for the first time following the success of 2018's FIA Formula-E that was held in the historic city of Diriyah.
GSA was planning to have a season for the whole world to join and discover the beauty of Diriyah.
XELEMENT managed the communication, branding ,and much more. In addition to activations that went beyond the traditional and spread word of mouth through digital engagement that truly made people part of history.
excelling the brief
Overlapping with Riyadh season, Diriyah season needed to ensure that it was able to stand out.
Starting with the communication and branding, XELEMENT prepared itself to search and gather insights, knowledge, and a vast understanding of both the Saudi heritage and history of the land of kings and heroes, Diriyah.
XELEMENT allowed the gathered knowledge to come to life in the themes created for the season and events. It also manifested in the season’s official tagline “Be Part of History,” which invited people to not only witness but also participate in the making of history.
The agency carried on the torch of the season strong with various activations and branding that spoke volumes.
Worldwide Reach 3 Billion
Nationalities visited the season 63+
Media Values 1 Billion