Break Free: The Staycation That Saved a Nation.
In the pandemic summer of 2020, Visit Saudi's 'Break Free' campaign invited Saudis to get away from crowded cities and holiday in their own country, with packages to places such as Abha, Al Baha, Tabuk and Yanbu.
- Brand
- Saudi Tourism Authority
- Agency
- XELEMENT Agency
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2020
The challenge
Saudi Arabia opened to tourists with its first tourist visa in September 2019, then the pandemic hit tourism, local businesses and jobs. XELEMENT's award entry set the challenge as creating 'both societal and economic relief' by saving an industry and reviving businesses without compromising safety.
The idea
'Break Free' was, in the entry's words, 'an invitation to take a breath of fresh air' and 'a call to explore the beauty of their own country away from the congested cities'. The agency's case boards show Visit Saudi ads for Al Baha, Abha, Yanbu and Tabuk promoting 100 holiday packages on the Visit Saudi app, and street billboards headlined 'تنفس' (breathe), the slogan of the Saudi Summer season that ran from 25 June to 30 September 2020 (Arab News). According to the entry, every piece carried a 'Travel Responsibly' seal approved by the Ministry of Health, and the boards list 29 films, 733 outdoor faces, 17 cities, 108 influencers and 2,900 social posts.
Results
- Domestic travel up 80%, and US$1 billion spent on accommodation, restaurants, culture and recreation, according to the agency's case boards
- 24.2 billion impressions, 111 million engagements, 77 million video views and 300,000 app downloads, according to the same boards
Case study source: MUSE Creative Awards Source ↗
Awards
- MUSE Creative Awards 2021Integrated Marketing - Integrated Marketing MaterialsGold
- MUSE Creative Awards 2021Strategic Program - Digital Marketing CampaignPlatinum
- MUSE Creative Awards 2021Integrated Marketing - Social MediaPlatinum
- MUSE Creative Awards 2021Integrated Marketing - COVID-19-RelatedPlatinum
- MUSE Creative Awards 2021Strategic Program - Video CampaignPlatinum
- MUSE Creative Awards 2021Strategic Program - COVID-19-RelatedGold
- MUSE Creative Awards 2021Integrated Marketing - Integrated Marketing CampaignGold
- MUSE Creative Awards 2021Strategic Program - Social Media CampaignPlatinum
- MUSE Creative Awards 2021Strategic Program - Comm / Marketing CampaignPlatinum
Credits
- Film production
- Nebras Films
- Producer
- Saad Abotaily
