Saudi Tourism flips Europe's anti-tourist graffiti into invitations.
SRMG Labs placed Saudi messaging on real Tourists Go Home graffiti in Barcelona, Lisbon and Rome, running it unbranded for a week. Social, creator and PR amplification followed, earning a spot in Campaign Middle East's September picks.
Why it matters
A model for culture-jacking: low media cost, street-first stunts built to spread through social and press.
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