Person in a red-checked headscarf stands before a huge sandstone rock with a tomb façade carved into it, desert at sunset
Submitted by InfluencerAgency IPI Score 59/100

Visit Saudi Creator Trips

Influencer Marketing

Influencer took over 300 content creators on 26 trips across Saudi for the Saudi Tourism Authority, and the agency reports 350M impressions across Instagram, YouTube and TikTok.

350MImpressions
23MEngagement
240MAudience
60%Booking Consideration

Case in 60 seconds

Many countries saw a drop in travel after the pandemic, and Saudi had not been visited by many tourists, so the Saudi Tourism Authority needed to present the country as a holiday destination to post-covid travellers.

The campaign turns on first-hand discovery rather than destination advertising, because the page frames Saudi as a country few tourists had seen, so creators exploring it in person could carry a novelty that brand copy could not.

Influencer built the partnership around taking creators to Saudi to explore parts of the country that many tourists had not yet had the chance to see, so the destination was shown through their trips rather than described from outside.

Influencer recruited over 30 content creators within two weeks of the brief for a tour of Saudi, and across 2022 to 2023 took over 300 content creators on 26 individual trips, publishing on Instagram, YouTube and TikTok. The agency also supported 12 unique in-country events, including the Saudi Cup, the Middle Beast music festival, the F1, Formula E and Riyadh Seasons.

Influencer reports 350 million impressions, 23 million engagement and an audience of 240 million, and says the work delivered more than 8x more content and over 100 million more impressions than forecast. The agency cites a GWI report showing that 60% of viewers would now consider booking a holiday to Saudi when they had not before.

Strategy Breakdown

Travellers and post-covid holidaymakers, including people who had not previously considered a holiday to Saudi.
Many countries saw a drop in travel after the pandemic, so a destination with few previous tourists had to win attention from travellers who were cautious about holidays at all.
Visit Saudi acts as host rather than narrator, opening parts of the country to creators so the page presents the destination through their trips and the events they attended.
The page treats Saudi as a country that many tourists had not yet had the chance to see, so the reading is that unfamiliarity itself was the draw creators could pass on to their audiences.

Creative & Execution System

Assets & channels

  • Instagram
  • YouTube
  • TikTok

Partners

  • Influencer

Results & Evidence

MetricValue
Impressions350M
Engagement23M
Audience240M
Booking Consideration60%
Content vs Forecastmore than 8x
In-Country Events12 events

Why Influencer's strategy worked

  1. 1

    Fast recruitment lets a destination programme start while the travel moment is still current, because Influencer had over 30 content creators touring Saudi within two weeks of the brief, when post-covid travel was the condition being addressed.

  2. 2

    Repeated trips build content volume that a single visit cannot, since 26 individual trips across 2022 to 2023 gave the programme many separate entry points, which the agency links to more than 8x more content than forecast.

  3. 3

    Attaching creator trips to in-country events gives each visit a fixed reason to publish, because the page lists 12 unique in-country events, from the Saudi Cup to Formula E, that the programme supported alongside the tours.

  4. 4

    Measuring stated booking consideration rather than reach alone ties creator content to travel decisions, because the page cites a GWI report on viewers who would now consider a holiday to Saudi when they had not before.

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