Saudi Tourism Authority / Japan / 2025Experiential · Events & Sponsorship
Visit Saudi & Doraemon at Expo 2025 Osaka.
To pull Expo 2025 Osaka crowds into its Wonders of Arabia exhibition, the Saudi Tourism Authority partnered with the Japanese cartoon character Doraemon.
- Brand
- Saudi Tourism Authority
- Agency
- Nativex
- Market
- Japan
- Region
- Global
- Year
- 2025
The challenge
STA needed to drive footfall to a week-long tourism exhibition inside the Saudi pavilion, competing with every other national pavilion at the Expo.
The idea
Wonders of Arabia ran from 10 to 16 July 2025 with zones for Diriyah, Riyadh, Aseer, Jeddah, the Red Sea and AlUla, calligraphy demonstrations, pottery workshops and photo booths. Doraemon was the hook: the first 250 visitors each day who joined the exhibition's competitions received limited-edition Doraemon items.
Case study source: Riyadh Daily (SPA) Source ↗
Awards
- Athar Festival Awards 2025Best Destination CampaignSilver
Credits
- Creative agency
- Nativex
