Saudi Tourism Authority / Global / 2024Film · OOH
This Land Is Calling.
Visit Saudi's global repositioning film follows a woman travelling alone across the Kingdom, through desert, green valleys, heritage sites and hospitality, under the line "This Land Is Calling".
- Brand
- Saudi Tourism Authority
- Agency
- BETC
- Market
- Global
- Region
- Global
- Year
- 2024
The challenge
Saudi Arabia wanted to be seen as an untapped destination on the world stage, and to show its opening up as a lived reality rather than a claim.
The idea
BETC built the campaign around one symbol: a woman exploring the country on her own. Antoine Bardou-Jacquet of Partizan directed the 120-second film over 22 shooting days, mixing location footage with VFX by Rodeo FX, set to an original score by Guillaume Roussel. It ran as film and outdoor from August 2024.
Case study source: Ads of the World Source ↗
Awards
- Athar Festival Awards 2025Best Destination CampaignBronze
- Clio Awards 2025Clio Awards / Film Craft / CinematographyBronze
Credits
- Creative agency
- BETC
- Production
- Partizan
- Post-production
- Rodeo FX
- Additional company
- GUM
- Brand Manager, Saudi Tourism Authority
- Fahd Hamidaddin
- Brand Manager, Saudi Tourism Authority
- Raad Alkhanbashi
- Brand Manager, Saudi Tourism Authority
- Arcan Murshid
- Brand Manager, Saudi Tourism Authority
- Lama Alhanaki
- Brand Manager, Saudi Tourism Authority
- Rayan Akhonbay
- Brand Manager, Saudi Tourism Authority
- Lulua Alrodhan
- Brand Manager, Saudi Tourism Authority
- Yazeed Almujalli
- Agency Manager, BETC
- Bertille Toledano
- Agency Manager, BETC
- Guillaume Espinet
- Agency Manager, BETC
- Baptiste Lerousseau
- Agency Manager, BETC
- Vittorio Lucchini Gilera
- Agency Manager, BETC
- Yasmine El Boury
- Agency Manager, BETC
- Simon Leroy
- Agency Manager, BETC
- Capucine Delort
- Executive Creative Director, BETC
- Alasdhair McGregor
- Creative Director, BETC
- Guillaume Rebbot
- Art Director and Photographer, BETC
- Caroline Grimprel
- Art Director, BETC
- Landry Stark
- Art Director, BETC
- David Lesage
- Copywriter, BETC
- Alexander Choat
- Music Creative Director, BETC
- Adam Ghoubali
- Music Creative Director, BETC
- Sidney Guillen
- Strategic Planner, BETC
- Mattia Bellomo
- Strategic Planner, BETC
- Kylian Duguey
- Creative Resource Coordinator, BETC
- Helene Guillaume
- TV Producer, BETC
- Karim Naceur
- TV Producer, BETC
- Heloise Roussier
- TV Producer, BETC
- Jennifer Braux
- Photographer
- Julien Soulier
- Art Buyer, BETC
- Isabelle Mocq
- Art Buyer, BETC
- Stephanie Giordano
- Director, Partizan
- Antoine Bardou-Jacquet
- Composer
- Guillaume Roussel
