In 2020, Saudi Arabia's tourism authority Visit Saudi (@VisitSaudiAR) saw a massive opportunity to focus on boosting domestic tourism.
To celebrate Saudi National Day on 23 September, Visit Saudi started a Twitter campaign to showcase the kingdom's many travel destinations and rich history, encouraging people to show their national pride.
To engage people with a passion for travel and their home country, the Saudi tourism authority’s @VisitSaudiAR & @VisitSaudiNow launched a Twitter campaign designed to drive a discussion with key tourism influencers.
The initial Tweet featured a video created with user-generated content from Visit Saudi's previous “Tanafas” (‘breathe’ in Arabic) summer campaign. This was paired with the hashtag حظنا_بالسعودية# (#LuckySaudis), which triggered its very own custom branded emoji.
The Tweets from @VisitSaudiAR and @VisitSaudiNow encouraged people to show their national pride and share their experiences of the scenery and culture of Saudi Arabia, showing the world everything it has to offer. To ensure a connection with the right audience, Visit Saudi partnered with a number of influencers who Tweeted the video in multiple languages.
Twitter’s conversation settings were used to ensure that only followers of @VisitSaudiAR could reply. This enabled the tourist authority to get the best possible user-generated content. What's more, call-to-action Tweet buttons were used to make it easier for people to spread the #LuckySaudis message.