As it set out to launch the inaugural celebration of Saudi Founding Day, Saudi Tourism Authority took to Twitter to stir up the national spirit – launching a dedicated Twitter handle @SAFoundingDay.
As the holiday had not been celebrated before, Saudi Tourism Authority was keen to create a buzz around the launch and saw Twitter’s culture-hungry audiences as instrumental for the job.
Maximising awareness was a key part of the strategy as it sought to encourage participation with not one, but two Twitter Takeovers. The first Takeover established the official launch of the holiday, ensuring it stayed front-of-mind for Saudi audiences. The second unleashed the hero video content, building excitement.
Having engaged a vast audience, the next phase set out to nurture these interactions with Image and Carousel Ads that sustained conversations and connections around the holiday. Some of these focused on promoting upcoming live events during the holiday and drew users through to the landing page where tickets could be purchased.
When Founding Day came around, the campaign came to life in full force, with three consecutive Twitter Live Events to amplify the celebrations and draw the attention of millions of people on Twitter through the Kingdom.