To raise awareness of Saudi Arabia as a tourist destination, the Saudi Arabia Tourism Authority (STA) worked with Talon MENA to execute a global Digital Out of Home campaign.

The activity ran during the 2022 FIFA World Cup to build on the attention on the region, amplifying the Saudi Arabian lifestyle using creative featuring the World Cup winner Lionel Messi, showcasing Saudi Arabia as an exciting holiday destination to inspire travellers.

Using cutting edge technology and innovation, we brought the impactful creative to live on premium, high-reach DOOH formats globally. The campaign ran across 4 countries (England, China, France and Germany) and multiple cities including London, Being, Paris and Berlin. Premium DOOH formats were utilised in a variety of locations – including Bars, Roadside and DOOH Metro networks to build broad reach and awareness amongst STA’s target audience.



This campaign grabbed worldwide attention and delivered over 33 million impacts during the World Cup period.

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