2020/2021 Winners & Shortlists

Background

In September 2019, Saudi Arabia opened its borders to the world, by launching a tourist visa for the first time in its history. Marking the beginning of a new era in the country’s flourishing tourism sector by welcoming 17 million visitors from 49 countries. However, the country barely kicked off its ambitions, only to be shocked by a paralyzing pandemic. The outbreak left a tremendous devastation on the tourism industry, suffering local businesses, decrease in job opportunities and an increase in depression among the people of Saudi. The objective is to launch a fully integrated Summer Campaign to promote domestic tourism and travel packages, as well as shed light on the country's hidden gems that most Saudis and residents did not know existed. The campaign is meant to create awareness of 10 destinations and drive traffic towards them as the country began to ease on Covid-19 restrictions.

The Interpretation of the Challenge (30% of vote)

The outbreak forced the Kingdom to shut its doors closed, halting all international and domestic flights inbound/outbound at the time (This is still the case for Saudi citizens looking to Internationally travel, a rule that remains effective until further notice), taking a 45% hit to a blooming industry. The situation created a negative impact on quality of life as well as the economy. The challenge was to create societal and economic relief, by saving an industry, reviving businesses and reversing depression in people, without compromising on safety and health. For a brand with a promise to "Discover The Wonders of Arabia" and a brand purpose "We exist to inspire people to enjoy SAUDI" as well as a set of values of : Joyfulness, Generosity, Authenticity, Curiosity and Openness, it made sense to pioneer the re-birth of Saudi tourism against all odds, and create a much needed outlet for the people.

The Insight / Breakthrough Thinking (30% of vote)

Research covered quantitative/qualitative to understand Saudi traveler's behaviors and habits as well as perception given the impact COVID had on travel decisions. The study identified insights full of mixed feelings among the prudence and desire to travel: 1. 36% of Saudis would like to travel abroad, yet 81% would not feel comfortable doing so 2. 28% expressed their gratitude towards the safety measures, yet 22% are also feeling depressed as they are feeling confined and trapped 3. 61% think that safety measures of Covid-19 is a condition to start travelling again, while 61% would consider travelling if they find an attractive package 4. 78% were curious about exploring Saudi 5- 77% of Saudis have canceled their initial vacation plans this summer out of fear for their health It was an opportunity to shift the current mindset of people, reverse an unfortunate circumstance, and save an industry in the process.

The Creative Idea (20% of vote)

Understanding the state of mind people are in after months of lockdown and being chained by Covid-19, drove us in taking a more human and emotional approach. The aim is to connect with people on an emotional level during these hard times of being stuck between four walls for such a long time. The concept is called: “Tanaffas/ﺗﻧﻔّس” or “Breathe” in a literal translation from Arabic but was headlined in English as “Break Free”. The concept is meant to ask the audience to finally take a breath of fresh air after months of lockdown that was metaphorically (suffocating).We shared a simple but bold invitation to take a breath of fresh air as restrictions began to relax. A call to explore the beauty of their own country away from the congested cities. All communication was labelled with a “Travel Responsibly” seal. Ultimately, CREATE A STAYCATION THAT WOULD SAVE A NATION.

The Outcome / Results (20% of vote)

The call to “Break Free” was an indirect remedy to the country’s recovery. Provided much needed jobs, revived an industry and reduced that claustrophobic world we almost got used to. Results included: - +80% increase in domestic travel - 24.2 Billion Impressions - $1 Billion dollars in sales of the Accommodation, F&B and Culture & Recreation sectors - %94.5 Positive Sentiment - 300K APP downloads - 111 Million Social Engagement - 10 Million views on Youtube and another 10 Million views on twitter within 1 month