"This Land is Calling" Launches in Five Countries, Revealing Saudi's Enigmatic Appeal

Aug. 30, 2024

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.

 Bertille Toledano, President of BETC Paris said:

"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."

 

 

The Saudi Tourism Authority and its new strategic agency BETC Paris reveal "Saudi Odyssey" their new compelling global campaign directed by acclaimed director Antoine Bardou-Jacquet (Partizan), with a special music score 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.

Thanks to Fahd Hamidaddin, CEO and Member of the Board, Saudi Tourism Authority, for his great support during all this project. Selecting us as his trustful partners and guiding us into what has become one of our most ambitious productions, during more than 3 weeks of shooting in more than 7 locations across this immense country.

And thanks to Raad Alkhanbashi, Chief Marketing Officer, and Arcan Murshid, VP of Global Marketing Campaigns, and their wonderful team, Lama Alhanaki, Yazeed Almujalli, Rayan Akhonbay, Lulua Alrodhan and many more, for being such amazing partners and co-architects in this project, always in joy and goodwill.