Summer Destinations.
Saudia put its summer routes inside EA SPORTS FC 2026 and used TikTok creators and search to move Saudi gamers from inspiration to booking.
- Brand
- Saudia
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
Saudia needed to promote its summer destinations to several traveller types, from families to luxury and solo travellers, during one of the busiest and most competitive travel seasons, and to reach younger audiences who spend their time gaming and on social video.
The idea
With EA, Saudia branded its summer destinations inside EA SPORTS FC 2026 across Ultimate Team, Rush and Clubs modes. On TikTok, creators presented the destinations, backed by TopView, Top Feed and Max Pulse placements, and Saudia became the first MENA airline to use TikTok's Category Search Hub. Criteo built audiences by traveller type and served Scroll, Cube and Conversational Survey formats tailored to each segment, linking straight to booking. Media by Zenith KSA.
Results
- More than 199.5 million minutes of on-screen exposure across 17.2 million in-game matches
- Reached 23 million users in Saudi Arabia and drove 1.3 million clicks
- TikTok Category Search Hub: more than 320,000 impressions at a 60% engagement rate
- TikTok brand lift study: 14% uplift in associating Saudia with multiple destinations
Case study source: Campaign Middle East Source ↗
