Saudi Welcome to Arabia's Landmark Campaign with Lionel Messi
Saudi national tourism brand ‘Saudi Welcome to Arabia’ has launched a global marketing campaign featuring football player and Saudi tourism ambassador Lionel Messi.
Launching in key target markets of Europe, India, and China, the Go Beyond What You Think campaign is based on consumer insights that revealed there are still common misconceptions about the destination, and exposed audiences to the vibrant cultural changes taking place across the Kingdom. You are invited to experience.
Breaking Misconceptions: The Impactful 'Saudi Welcome to Arabia' Campaign ft. Lionel Messi
The latest ‘Saudi Welcome to Arabia’ brand campaign is a combination of TV, social, digital, and OTA strategy activated over three months. This is the latest in a series of initiatives taken by Saudi Tourism to promote the broadening of perspectives and connecting cultures through tourism.
Addressing misconceptions directly, the campaign’s call-to-action encourages visitors to discover unexpected things beyond old stereotypes, with a hero video in which Lionel Messi breaks down the metaphorical ‘walls’ of various misconceptions about the country. Let’s break.
The video showcases Saudi’s diverse locations, weather, and terrain – from the pristine waters of the Red Sea to the lush mountains of Asir, snow-capped Tabuk, the coastal cities of Jeddah, and Riyadh, the bustling capital. In celebration of the Kingdom’s activities and attractions, the Lionel Messi campaign highlights the Diriyah E-Prix, Riyadh Season’s theme park rides, AlUla’s hot air balloon flights, and MDL Beast concerts.
It also highlights Saudi’s open and welcoming culture and the importance of inspiring young Saudi women to reach their full potential. Lionel Messi celebrates Saudi women who have been pioneers in their fields and are leading the Kingdom’s cultural transformation such as the Saudi women’s national football team, motorsport athlete Dania Akil, DJ Cosmikat, and Rayana Barnawi, the first Saudi woman in space.
The campaign brings to life the UN Tourism, Tourism Opens Minds initiative which was launched on World Tourism Day in Riyadh in September 2023.
It comes ahead of Messi’s return to Saudi Arabia to play two matches with his current club, Inter Miami, on February 1 against Al Nassr and on January 29 against Al Hilal.
Lionel Messi Required to Adhere to New Strict MLS Rule, Altering Iconic Barcelona Moment
Lionel Messi will have to follow a new rule this season which may have prevented his iconic Barcelona moment from ever happening.
Messi produced some incredible moments in a game, from his celebration against Real Madrid to his solo goal against Athletic Bilbao, from his free kick against Liverpool to fouling out Jerome Boateng’s Barcelona shirt.
However, one of his most iconic moments came during stoppage time as Barça defeated Real Madrid 5–0 in El Clásico in 2010. Yet perhaps this would never have happened.
Major League Soccer has implemented new rules for the 2024 season to deal with time wasting.
According to ESPN’s Dale Johnson, if Messi or any of his Inter Miami teammates leave the field for medical treatment, they will not be able to return to the game for two minutes.
The new rule is designed to prevent players from wasting time and faking injuries in order to immediately return to the field as soon as the game starts.
The change covers players seeking treatment off the field, but will make exemptions for those who do not require medical staff, those who voluntarily seek treatment, or those who suffer head injuries, which are life-threatening. Suffering from heart related problems due to the incidents.
If those rules had been implemented in La Liga in 2010/11, a memorable Messi moment would not have happened.
With Barcelona leading 5-0 against Madrid at the Camp Nou, the Argentine was hacked in from behind by Sergio Ramos.
As he slowly walked off the field – he didn’t receive treatment when he reached the sideline – in front of a disappointed Cristiano Ronaldo, Messi made a point of staring at his fans and the Camp Nou scoreboard, which read ‘Barça 5-‘0 Real Madrid’.
Had the superstar faced a two-minute delay before returning to the field, he might have been less inclined to waste time.
MLS will bar substitute players from entering the game for 60 seconds if the player they are replacing does not leave the pitch within 10 seconds.
Messi, Suarez Both Net Twice as Inter Miami Crush Orlando City 5-0
Major League Soccer on Saturday saw Inter Miami defeat Orlando City 5-0 thanks to two goals apiece from Lionel Messi and Luis Suarez.
Florida rivals Orlando finished second in the Eastern Conference last season and were considered contenders for this season’s MLS Cup, but were outmatched from the start by Miami.
Suárez took just four minutes to get Miami on the scoreboard and his first goal for his new club came in emphatic style, completing a low cross from Julian Gressel with a powerful first-time shot inside the near post.
Seven minutes later Suárez doubled his tally again with Gressel as Uruguay’s provider, showing good close control into the box before heading into the corner.
“Estamos bien, estamos disfrutando, estamos creciendo. Hoy era un partido importante para ganar par seguir en ese camino de crecimiento y la verdad que esto nos tiene que hacer muy fuertes para todo lo que se viene.” - Leo Messi pic.twitter.com/gi3pZbXDGW
— Inter Miami CF (@InterMiamiCF) March 3, 2024
Miami was in complete control and the crowd enjoyed some delicious touches from Messi, but it was his former Barcelona teammate Suarez who was doing the damage.
Robert Taylor made it 3-0 in the 29th minute when an excellent Gressel split Orlando’s defenders and found Suarez, who unselfishly picked out Taylor for a simple tap.
Messi then hit a trademark free-kick from 30 yards straight at a player and a few minutes later he provided a classy ball to Suárez, who found the net. But an offside flag ended his dreams of celebrating a hat-trick.
Orlando came out aggressively after the break, looking for a possible return to the game, and was left frustrated when Martin Ojeda’s effort was ruled out for offside.
Miami soon got the lead back, with Messi firing inches wide in the 54th minute and then Gressel blasted against the bar after a clever exchange with Suarez.
Left-back Jordi Alba, one of Miami’s ex-Barca quartet, created the fourth when he dropped down the flank, played a one-two with Suarez, and lofted the ball towards goal.
- shagunword.com
- February 4, 2024
- 1:16 pm
