Task

To come up with a creative way to attract new customers to SAUDIA and increase the visibility of fast-growing Saudi Arabia as a tourist destination.

My team and I asked ourselves the question: "What would London look like with Big Ben and all its calling cards if it were in Saudi Arabia? For someone who lives in London, it would be a whole new image of his hometown. It would also beg the question, "What does Saudi Arabia look like in real life?". So, we decided to take Midjourney's neural network and imagine what such an advertising campaign could look like for a country that is now building its future.

Problem #1. Recognizability of the country

Ask any person the question "What do you know about Saud?". Chances are he or she will not come up with such vivid associations as with New York or Paris, for example.

Problem #2. Tourist flow

Until a few years ago, almost no one traveled to Saudi Arabia, as the country was closed. By 2030, the country has set a goal to achieve a flow of 100 million tourists per year and has launched active investments in tourism infrastructure, building megaprojects for the future.

Problem #3. Competing airlines in the Middle East

SAUDIA aspires to become a global airline giant, but is currently behind Qatar Airlines and Emirates, etc.

Solution. The use of Midjourney AI is the main source of the concept

We decided to do something unusual: to show people a little-known Saudi Arabia using familiar images of the world's most popular cities - New York, Paris, Berlin, London

"Svyazi" Communications agency

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