2025
France
Client: SAUDI TOURISM AUTHORITY
Produced by: PARTIZAN
Agency: BETC
Category: Country Promotion
Entry Type: Video Ad / TV Commercial
In a world where we've seen it all, Saudi remains an untouched land ready to be explored. Since opening to the world, explorers have embarked on unprecedented adventures, discovering breathtaking landscapes and a unique culture. They met exceptional, curious people embracing change. To honor this momentum, we portrayed a woman traveling alone, discovering the beauty of the landscapes, cultural heritage, and hospitality. She has been the first, but will not be the last, This Land is Calling.
The "This Land is Calling" campaign aims to over-achieve on brand metrics like awareness and engagement, create short-term sales growth through promotions and discounts, and improve brand health by enhancing consideration and preference. With an ambitious goal of attracting 150 million tourists by 2030, Saudi welcomes visitors to explore the heart of Arabia, ensuring both immediate impact and long-term brand strength.
Our "This Land is Calling" campaign targets Western travelers with preconceived notions about Saudi Arabia. By tapping into their skepticism, we crafted a narrative revealing the breathtaking beauty of Saudi landscapes and culture. We chose to portray a woman traveling alone, discovering natural wonders and a rich culture. Her journey, from apprehension to awe, invites Western audiences to rethink their assumptions and explore Saudi Arabia's uncharted beauty.