Lionel Messi is the new face of Saudi Arabia’s global tourism push, aimed at shattering outdated perceptions of the nation.
- The campaign, featuring Messi, is titled ‘Go Beyond What You Think’ and targets major markets in Europe, India, and China.
- A three-month multimedia blitz will showcase Messi breaking down stereotypes on TV, social media, digital platforms, and OTAs.
- Saudi Tourism Authority’s initiative is part of broader efforts to use tourism as a bridge between cultures.
- Messi is also scheduled to play matches in Saudi Arabia, adding a sporting dimension to the tourism campaign.
Football icon Lionel Messi has become the latest ambassador for Saudi Arabia’s ambitious global tourism campaign. The initiative, aimed at addressing and dismantling persistent misconceptions about the country, is fronted by Messi under the banner ‘Go Beyond What You Think’. This campaign coincides strategically with Messi’s matches in Saudi Arabia, further boosting its visibility and impact.
Launched by the Saudi Tourism Authority, the campaign targets Europe, India, and China. By deploying a high-profile figure like Messi, the initiative seeks to leverage his global fanbase to reach diverse audiences. The core message encourages exploring Saudi Arabia beyond stereotypes, urging potential tourists to challenge their preconceived notions and discover the country anew.
This concerted effort will span three months, appearing in an extensive range of media formats. Whether through television, social media, or digital channels, Messi will be seen confronting and literally breaking through metaphorical walls that symbolise outdated beliefs about Saudi Arabia. This robust marketing endeavour highlights the country’s commitment to enhancing its international image and tourism appeal.
The Saudi Tourism campaign reflects a larger vision to utilise tourism as a cultural bridge. By transcending traditional narratives and showcasing the country’s modernity and progress, the initiative aspires not only to attract visitors but also to foster cultural understanding and dialogue. The video featuring Messi is emblematic of this mission, illustrating the power of sport and celebrity in overcoming barriers.
Messi’s involvement doesn’t end with promotional videos; he will also participate in sporting events within Saudi Arabia itself. Playing against teams like Al Hilal and Al Nassr, Messi’s presence on the field serves as a tangible connection between the marketing efforts and the country’s on-ground reality, thus reinforcing the symbolism of the campaign.
The collaboration between Lionel Messi and the Saudi Tourism Authority represents a strategic push to reshape global perceptions through a blend of sport and cultural promotion.
