INSITE OOH Media Platform

The Saudi "Winter Is Alive” OOH campaign in the UAE appears to be more of an implicit transformation of the perception of Saudi’s identity during the winter rather than an overt promotional campaign for tourism in the country. Rather than having the promotional anchor of the winter season tied to a particular place in the country, the Visit Saudi campaign expands the storyline of the winter season across several places in the country, rather than an experience in a single place. 

Billboard messages feature "Winter Is Alive with AlUla Moments,” "Winter Is Alive in Diriyah Season,” and "Winter Is Alive in Khobar Season” with the subtle transformation of the brand identity of Saudi from being associated with a single identity to being associated with several identities of the winter season that exist across Saudi. While the messages are seemingly diverse and identity-centric, the messaging itself of "Winter Is Alive” across the several places of the outdoor advertising of the brand appears to be an attempt to construct a cognitive map of the consumer’s perception of Saudi from being a place to visit to being a place to explore city by city

That’s made even stronger by the fact that the hospitality and tourism campaign chooses to feature people and moments rather than landmarks. The images feature couples eating together during sunset, groups of friends seated on low tables in the middle of the desert, families strolling through the culture sites, and groups of people during winter installation shoots in public spaces. While the campaign chooses to tone down on the softer aspect of storytelling, they do not go shy on the entertainment side of marketing either. Arabic versions that feature places like Six Flags demonstrate that entertainment and leisure activities are just as contemporary and modern as the culture and nature aspects of Saudi. It also proves that winter in Saudi Arabia has something for everybody and heritage and leisure do not have to be segregated and categorized in buckets.

The campaign is perfectly timed in the best possible way, like their previous OOH campaign advertising for Saudi in the summertime. The message does not go against the existing seasonal mindset but simply alters it a little in a way that makes it fresh. Saudi could simply be the winter destination right next door in this type of market. It does not feel like a campaign but the next natural step in a way and a manner in which travelers already choose to utilize their time.

The straightforwardness of “Winter Is Alive” is a crucial part of this success. It doesn’t unnecessarily explain itself, put the campaign in a box with a singular emotion, or confine Saudi into a particular narrative. Rather, it opens itself up for interpretation, which could be romance, excitement, culture, or entertainment, depending on whichever specific implementation you view. With calls such as “Explore Saudi Winter” and the signature “Visitsaudi.com/Winter” on each, this particular campaign now feels like an open invitation. 

“Visit Saudi” is not launching a series of ‘world’s largest’ campaigns or making buzzworthy promises. Rather, it is shifting the narrative of Saudi, defining itself as a winter destination in a holistic manner; telling a story in which winter itself is the hero. By shining a light on AlUla, Diriyah, Khobar, and Six Flags in the very same aesthetic space, it promotes a narrative that is broad without filling too many details between the lines. It does not tell you where to go. Rather, it makes you feel as if the winter in Saudi is already happening—and all you have to do is walk into it.

Visit Saudi’s campaign was unleashed in the first week of January on Dubai’s digital screens.