INSITE OOH Media Platform

Cutting through the constant flow of traffic in Dubai, a large digital billboard announces a message that does not need interpretation: “Six Flags is now open.” The advertising for the flagship attraction of Qiddiya City, Saudi Arabia, leverages the impactful digital out-of-home advertising landscape in Dubai to do what it does best: communicate quickly, effectively, and in large numbers.

With minimal copy and imagery that leaves little doubt, this billboard transforms a potentially ephemeral experience along the highway into an invitation to experience Saudi Arabia’s newest entertainment destination. The imagery of this billboard does exactly what an entertainment-focused advertising effort should in an urban landscape such as Dubai: it provides contrast. Against a dull urban backdrop and miles of asphalt, the vibrant reds and blues of the Six Flags branding are a deliberate choice, one that is designed to be energetic and attention-grabbing. The imagery is simple and free of extraneous copy or competing imagery, relying instead on a strong headline and easily recognizable iconography of a roller coaster.

What makes this campaign so effective is the context in which it is being delivered. Dubai’s roads are not merely routes to get from point A to point B; they are high-attention environments that are dominated by professionals, tourists, and regional visitors who are already primed for entertainment, experiences, and short-haul breaks. By placing a Saudi entertainment destination in the OOH environment of Dubai, the campaign is cleverly positioning Qiddiya City as part of a larger GCC entertainment loop, rather than a far-off destination.

There is also a clear understanding of the digital OOH environment in Dubai. Digital screens in this environment are not merely static signposts but real-time triggers. The “Now Open” message is one that triggers urgency, while the booking call-to-action is seamless and in line with mobile behavior, where drivers see it, remember it, and take action on it later. This is also reflective of a larger trend in entertainment OOH, where the objective is no longer merely awareness but conversion-driven recall.

At a deeper level, the campaign speaks to the way giga-projects in Saudi Arabia are beginning to transcend national boundaries. By promoting Six Flags at Qiddiya City in Dubai, the message isn’t just about the opening of a theme park; it’s about scale, ambition, and the way it’s relevant to the region. The digital screen becomes a connection between cities, implying that the entertainment options in Saudi Arabia are not future plans, but are currently competing for awareness and tourism.

The campaign appeared on Dubai’s digital screens, in the fourth week of January.