The Staycation that Saved a Nation
The Saudi Tourism Authority is the official promoter of Visit Saudi. The Authority was established to support the growth of the travel and tourism sector, by serving the needs of tourism companies and other commercial partners.
Saudis are outgoing by nature and after several months of being locked down, the feeling of being chained by COVID-19 started to grow stronger. As cases began to decline, the Saudi Tourism Authority wanted to launch the summer season by inviting people to travel responsibly.
excelling the brief
XELEMENT shifted the current mindset of society from isolation that was taking a toll on people and the economy. “Break Free” provided much needed jobs, revived an industry, saved local businesses, and reduced that claustrophobic world we almost got used to.
Domestic Travel increased by +80%
Total Revenue from Tourism $1B
Total Impressions 24.2B
Positive Sentiment 94.5%