The campaign
Reach visitors who had already travelled to Asir and were deciding what to do once they arrived.
Most tourism advertising talks to people who have not left home yet. This campaign deliberately did the opposite: it addressed an audience that had already made the journey and was now deciding between one valley and another.
That changed the artwork more than the plan. Instead of scenery — which the audience could already see through the windscreen — each frame carried what was actually open that week and how far away it was.
On site
The campaign in place
Abha
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The execution
What we put on the street
Placement sat on the arrival routes and inside the two city centres, and the creative listed what was open this week rather than describing the region in general.
Where it ran
- Abha airport road — arrival run
- Abha city centre — flag pole run
- Khamis Mushait ring road
- Al Soudah approach
Campaign highlights
18
Faces
9
Weeks on air
7
Creative updates
More outdoor advertising
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