Next Stop: Saudi Arabia

Target Audience 

Consumer, Media, B2B Trade

The Brief  

Showcase the beauty of Saudi Arabia and position it as an ideal choice for upcoming holidays, making the destination’s imagery clear, distinctive, and irresistible. 

Engage the target audience on a deep level through a memorable, high-impact, multi-channel activation capable of creating authentic and lasting connections with the destination, supported by strong involvement from both media and the Italian travel trade. 

The Project

The warm tones of Milan’s autumn welcomed a new, vibrant shade during the last week of November: the bright purple of the brand Saudi, Welcome to Arabia, which enlivened the city center by dressing an urban tram in the colors and patterns that express the spirit of Saudi Arabia. 

The iconic Milanese tram was transformed into a fully customized sensory journey. On board, passengers were immersed in the destination’s sounds, colors, and aromas: traditional music, the scent of local coffee, and daily storytelling from our team, who shared fascinating anecdotes and insights through dedicated presentations throughout the activation week.  

Each guest received traditional dates and a calligraphy piece created on the spot by a local artist, whose delicate and harmonious strokes conveyed the ancient art of Arabic handwriting. 

On the opening day, media and digital influencers had the opportunity to board the tram for an exclusive preview, generating high-value content, while travel professionals participated in training sessions dedicated to travel agents—turning the tram into not only a visual and sensory experience, but also a hub of knowledge and storytelling. 

In this way, the tram became a “journey within the journey”: a moving space that welcomes, transports, and unveils new places, enriching the experience of the city itself. 

Three tram shelters and the Cadorna metro station were also integrated into the activation, creating additional touchpoints of immersion and brand recognition along the route. 

The value of the campaign is not only aesthetic but above all strategic: experiential OOH reaches an audience with a strong propensity to travel, one that seeks distinctive and culturally rich experiences. The immersive setting and presence in key areas of the city generated qualified visibility, strengthened engagement, and effectively stimulated the intention to travel to Saudi Arabia.