How it Works
WPP, Havas, Omnicom: Are advertising’s biggest holdcos recasting agencies as AI Operating Systems?
Saudi Arabia's tourism pivot: Lionel Messi and a $800 billion plan to transform The Kingdom into a tourism hotspot
Saudi Arabia has a bold $800 billion plan to reimagine and reshape Saudi Arabia as a tourism hotspot.
In 2023, Messi shared photos from his trip to Diriyah in Saudi Arabia, as part of his contractual obligations tied to his partnership with the country’s tourism authority. (Image source: Moneycontrol)
Football star Lionel Messi returns to promote Saudi Arabia as a tourism destination in a campaign that says it wants to break down “walls” of “misconception” and break “outdated stereotypes.” The campaign called “Go Beyond What You Think” highlights the transformative power of travel.
In 2023, Messi shared photos from his trip to Diriyah in Saudi Arabia, as part of his contractual obligations tied to his partnership with the country’s tourism authority. The deal could earn him $25 million over three years, according to a report in the New York Times.
Saudi Arabia has a bold $800 billion plan to reimagine and reshape the country as a tourism hub in the Middle East, with new roads, airports, golf courses, cruise terminals and cities rising from the sand.
It’s part of Saudi’s Vision 2030 plan to diversify the economy. It includes, but not limited to-
Sindalah - Seven-star private-island resort with three ultra-luxe properties, 38 high-end restaurants and multiple superyacht marinas.
Qiddiya - Futuristic desert city of 600,000, dedicated to esports and gaming
Trojena - Space-age ski resort built above the desert
The Red Sea - A Maldives-style archipelago-powered by wind and solar energy, featuring 50 luxury resorts and 8000 hotel rooms spread across 22 islands
Dream of the Desert - 40-cabin luxury train service designed by the Arsenale Group from Italy
Cruise Saudi - To promote cruise tourism with an armada of ships including a $300-million ship
The Rig - Developed by the Oil Park Development Company (OPDC), $5-billion adventure theme park built on an off-shore oil platform.
SPOTLIGHT
From purpose-driven work and narrative-rich brand films to AI-enabled ideas and creator-led collaborations, the awards reflect the full spectrum of modern creativity.
Read MoreStoryboard18 Awards for Creativity assemble India’s most prestigious jury
The Storyboard18 Awards for Creativity have unveiled a Grand Jury comprising some of India’s most influential leaders across advertising, business, policy and culture, positioning it among the country’s most prestigious creative award platforms.