Lai Ba.
A Purple Brain film for Lai ba! (来吧!), the Saudi Tourism Authority's campaign to bring Chinese travellers to Saudi Arabia.
- Brand
- Saudi Tourism Authority
- Agency
- Purple Brain
- Market
- China
- Region
- Saudi Arabia
- Year
- 2024
The challenge
China is one of the most important target markets and one of the largest sources of tourists, the Saudi Tourism Authority's chief executive said at the launch of its China campaign in November 2023, and the Kingdom aims to attract five million Chinese tourists by 2030 (Arab News). In its own award entry, the authority says the pandemic had left Chinese travellers hesitant to explore new destinations.
The idea
Lai ba! is, in the authority's words, 'a warm invitation to explore Saudi Arabia as a welcoming destination', run across more than 20 touchpoints and partnerships with Chinese platforms such as Tencent, Ctrip and Mafengwo, with events, TV, outdoor, digital and influencers (Asia-Pacific Stevie Awards entry). MUSE's entry for Purple Brain's film, directed by Federico Mazzarisi, says the campaign 'continues to unveil the Kingdom's seven wonders, emphasizing its rich cultural heritage and innovative future', and that the film sets out to captivate and inspire Chinese travellers.
Results
- For the whole Lai ba! China campaign rather than the film alone, the Saudi Tourism Authority's own award entry reports a reach of 830.6 million, 77,000 footfall visitors, search volume up 532% and 61,000 bookings, 133% more than in the previous period
Case study source: Purple Brain Source ↗
Awards
- MUSE Creative Awards 2025Video - TourismPlatinum
- MUSE Creative Awards 2025Video - CinematographyGold
Credits
- Production
- Purple Brain
- Director
- Federico Mazzarisi
- Executive producer
- Otbah Rayess
- Producer
- Rawaa Fouladkar
- Director of photography
- Carlos Feher
- Editor
- Marcello Saurino
- Colour grading
- Valerio Liberatore
- Sound design
- Nico Palermo
