Unseen Arabia
SAUDI TOURISM AUTHORITY
From Ancient Assumptions to Modern Discovery: Rewriting Saudi's Story Through Creator Lens
Strategic Focus: Build cultural relevance for a global tourism destination.
“Unseen Arabia” invited audiences into a world they thought they knew, only to realise how much remained undiscovered. Creators travelled across deserts, coastlines, ancient cities, and ultra-modern districts, documenting the warmth, culture, vibrancy, and ambition of a Kingdom rewriting its narrative.
The campaign scaled to more than 300 creators and 17,000 pieces of content, generating 350 million impressions and reshaping audience perception. Supported by cultural tentpole events and real-time…
Outcome
- Delivered one of STA's most successful creator-led initiatives, generating 350M impressions and 23M engagements.
- Reached 240M unique users and produced 17,000+ content assets through 303 creators.
- Exceeded forecast content output by more than 8x.
- Drove meaningful consideration, with 60% of audiences reporting they would consider booking Saudi after seeing campaign content.
Contribution
- Led creative direction and narrative architecture across the full campaign.
- Developed the three-pillar creative framework spanning adventure, arts and cultural modernity.
- Oversaw creator outputs, tone, pacing and content formats across all markets.
- Managed cultural alignment and cross-market creative consistency throughout delivery.
- Protected cultural sensitivity while maintaining broad global appeal.