In a world where we have seen it all, done it all, there is still one untouched land ready to be explored: Saudi Arabia.
Ever since Saudi started to open to the world, some explorers decided to embark on an unprecedented adventure.
In many ways, it was as if they had landed on a different planet.
Little by little, they discovered breathtaking landscapes, in a country as vast as a continent.
They discovered a unique culture, a land of storytellers. They discovered and met exceptional people, curious and heartful, a new generation of women and men embracing changes in an unprecedented momentum.
To pay tribute to this momentum, to all those changes taking place in Saudi Arabia, we chose to portray a woman, who travels alone throughout the country, discovering the beauty of its landscapes, the strong cultural heritage, and the amazing hospitality of its people.
She has been the first, but she will not be the last as, now, This Land is Calling.
“A few months ago, Saudi Tourism opened the door of its country and we decided to walk through it. Since then, it has been a profound journey. We discovered more than a destination, we discovered l’Arabie.” – Bertille Toledano, BETC President
The Saudi Tourism Authority and its new strategic Agency BETC reveal “Saudi Odyssey” their new compelling global campaign directed by acclaimed director Antoine Bardou-Jacquet (Partizan), with the music by renowned composer Guillaume Roussel.
Thanks to His Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority and to Her Highness Princess Haifa Bint Mohammed Al Saud, Vice-Minister of Tourism, Ministry of Tourism, for their trust and enthusiasm in this project.
Thanks to Fahd Hamidaddin, CEO and Member of the Board, Saudi Tourism Authority, for his great support during all this project. To choose us and guide us into this ambitious production, 22 days across a country as big as a continent with so many breathtaking landscapes.
And thanks to Raad Alkhanbashi, Acting Chief Marketing Officier, and Arcan Murshid, VP of Global Marketing Campaigns, and their wonderful team, Lama Alhanaki, Yazeed Almujalli, Rayan Akhonbay and Lulua Alrodhan, for being such amazing partners and co-architects in this project, always in joy and trust.
