The Background
In December 2023, Saudi Arabia hosted the FIFA Club World Cup in Jeddah, marking a significant milestone in the Kingdom's efforts to position itself as a premier global destination for sports and tourism. Recognizing the event's potential to showcase Saudi Arabia's modern image and hospitality, the Saudi Tourism Authority (STA) sought to amplify its digital presence and engage a global audience.
To achieve this, STA partnered with MarketeersHub to develop and execute a dynamic digital campaign that would capture the essence of the tournament and highlight the Kingdom's vibrant culture and attractions.
The Challenge
The urgency of the brief made this campaign stand out. MarketeersHub received the campaign brief at 4:00 PM, and within just 3 hours, the team mobilized and collaborated with over 100 influencers across different regions to launch the campaign. This required seamless coordination, real-time creative development, and rapid media planning — all executed under extreme time pressure.
Our Approach
MarketeersHub devised a comprehensive digital strategy that encompassed the following key components:
1. Short-Form Video Content
We produced a series of engaging short-form videos, including the featured reel on Instagram, which showcased the electrifying atmosphere of the FIFA Club World Cup in Jeddah. These videos highlighted:
The fervent enthusiasm of fans attending the matches.
Iconic landmarks and cultural sites in Jeddah.
The fusion of traditional Saudi hospitality with modern event experiences.
Watch the campaign reel on Instagram
2. Social Media Amplification
Leveraging various social media platforms, we disseminated the content to reach a broad audience. This included:
Collaborations with influencers and content creators to extend reach.
Utilization of event-specific hashtags to increase visibility.
Real-time engagement with audiences through interactive posts and stories.
3. Localized Content Strategy
Understanding the importance of cultural relevance, we tailored content to appeal to different demographics, ensuring that messaging was both authentic and engaging for diverse audience segments.
The Results
The campaign yielded impressive outcomes:
Increased Engagement: Significant uptick in social media interactions, including likes, shares, and comments, indicating heightened interest and awareness.
Global Reach: The content reached audiences across various countries, enhancing
Saudi Arabia's image as a welcoming and dynamic destination.
Positive Sentiment: Feedback from viewers highlighted appreciation for the Kingdom's efforts to blend sports, culture, and hospitality seamlessly.
Conclusion
The collaboration between MarketeersHub and the Saudi Tourism Authority during the FIFA Club World Cup 2023 exemplifies the power of strategic digital marketing in promoting national tourism objectives. By creating compelling content and leveraging social media platforms effectively, we successfully showcased Saudi Arabia's unique offerings to the world, aligning with the Kingdom's Vision 2030 goals.
