Football legend Lionel Messi features in a new Saudi Tourism Authority global marketing campaign.
The ‘Go Beyond What You Think’ promotion follows Messi naming Royal Caribbean International ship Icon of the Seas in Miami.
Launching across key target markets in Europe, India and China, the campaign aims to counter common misconceptions about the country.
The three-month brand campaign will appear across TV, social, digital, and OTA channels featuring Messi as Saudi tourism ambassador.
The call-to-action encourages visitors to “discover the unexpected beyond outdated stereotypes”, with a video featuring Messi breaking down metaphorical ‘walls’ of various misconceptions.
The brand campaign is the latest in a series of initiatives by Saudi Tourism “to foster broadening of perspectives, and bridging cultures through tourism”.
The tourism push comes ahead of Messi playing two matches in Saudi with his current club Inter Miami against Al Hilal on January 29 and Al Nassr on February 1.