Launching across the UK, France, Italy, Germany, and the US, “This Land is Calling” is anchored in insights from visitors to Saudi.
It follows a female protagonist taking a Saudi tourism journey across the country.
The campaign pays homage to the Saudi landscape, its mystical sites, and modern traditions.
Footage highlights rolling dunes, snow-covered mountains and the reefs of the Red Sea.
“This Land is Calling” is not just about Saudi tourism heritage, but also its rapid transformation into a dynamic destination.
The film captures glimpses of the iconic UNESCO World Heritage Sites of Diriyah, Hegra and Al Balad.
The campaign was brought to life in partnership with creative agency BETC.
The campaign aims to reach audiences through a multiplatform approach over the course of the next several months.
Ahmed Al Khateeb, Minister of Tourism, says: “We are thrilled to invite the world to uncover the vibrant evolution of Saudi.”
“Our goal is to highlight The Kingdom’s innovative spirit, cultural richness, and stunning landscapes.”
Saudi’s comprehensive line-up of year-round events includes AlUla’s Season & festivals, Jeddah Al Balad’s heritage and cultural attractions, SoundStorm MDL Beast, the Saudi Arabian F1 Grand Prix, Dakar Rally and Saudi Cup.Tags:
All the sites in the film can be booked, with visitors able to create their own itinerary via www.visitsaudi.com.
