The “Unauthorized” Trip
Client
STA
Agency
‿ and us
Role
ACD Copywriter
Saudi only opened to leisure tourism in 2019. Getting it onto bucket lists was never going to be easy. But in 2023, the world was obsessing over one question. Where would Messi go next? With his contract at Barcelona expiring and Ronaldo already in Saudi, speculation was rampant. So Saudi Tourism Authority, with Messi as brand ambassador, made an audacious request by inviting him and his family to visit during the season. He accepted, skipped training, and triggered a PR frenzy. Thanks to one timely Visit Saudi Instagram post that caught him enjoying the country's destinations, the world's press ran what looked like a weeklong Saudi tourism campaign. All for free.
Awards
Cannes: Silver, 6x Shortlists, Dubai Lynx: Grand Prix, Gold, 2x Silver, 2x Shortlists, New York Festivals: 2x Bronze, The Drum Awards: Gold
