Saudi Tourism, in collaboration with MEmob+, transformed cultural storytelling into a measurable global impact. Centered around Aya, a young Australian traveler, and Omar, her Saudi guide, the campaign connected international audiences to authentic Saudi experiences.
Objective: Increase engagement, identify potential international tourists, and drive traffic to the “Visit Saudi” website.
Challenge: Capture audience attention in crowded international travel markets and measure content viewability to optimize performance and gain higher engagement across diverse regions.
Strategy: MEmob+ utilized in-depth consumer insights and market analysis to identify France, Germany, and the USA as key markets. Video ads, like “Albaha Dream” and “Riyadh Dream,” were tailored to regional preferences and delivered on optimal days (e.g., Saturdays for France, Fridays for the USA) using predictive analytics.
Results by Market:
- France: Highest completion rate (83.74%) and view-through rate (99.80%), with “The Albaha Dream”, which resonated the most with the French audience
- Germany: “Albaha Dream” led with high completion rates. Impressions peaked on Fridays, and view-through rates on Mondays.
- USA: Riyadh Dream led with a 76.45% completion rate; impressions peaked on Saturdays
Impact: Achieved 14x engagement increase, 3x reach growth, and boosted website traffic, solidifying Saudi Arabia as a must-explore global destination, proving MEmob+’s data-driven approach.
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