Lionel Messi stars in a new campaign to redefine Saudi tourism perceptions.
- The campaign, “Go Beyond What You Think,” seeks to challenge outdated views about Saudi Arabia.
- Targeting Europe, India, and China, this initiative marks a significant tourism strategy.
- Utilising various media channels, Messi is at the forefront as a tourism ambassador.
- This campaign aligns with Messi’s matches in Saudi Arabia with Inter Miami.
Lionel Messi is featured prominently in a new global marketing campaign by the Saudi Tourism Authority, designed to reshape perceptions of Saudi Arabia as a tourist destination. The campaign, aptly titled “Go Beyond What You Think“, challenges outdated notions about the country and invites international visitors to explore its diverse offerings.
Set to launch across key markets in Europe, India, and China, the campaign is poised to shift the global view of Saudi Arabia by showcasing its unique experiences and cultural heritage. The initiative indicates a well-calculated strategy aimed at countering common misconceptions associated with the region.
Messi will appear across multiple platforms, including television, social media, and online travel agencies, effectively reaching a broad audience. The football legend will serve as a tourism ambassador, a role that leverages his global influence to highlight Saudi Arabia’s potential as a travel destination.
Central to the campaign is the symbolic breaking down of barriers, with Messi depicted in a video that dismantles the metaphorical walls of misconception about Saudi tourism, encouraging audiences to discover the richness beyond stereotypes.
This marketing effort is part of Saudi Tourism’s broader campaign to promote intercultural exchange and broaden perspectives through travel. It coincides with Messi’s football matches in Saudi Arabia, where he will play against Al Hilal and Al Nassr with his current team, Inter Miami.
The new initiative with Lionel Messi exemplifies Saudi Arabia’s commitment to transforming its global tourism image.
