Lionel Messi beats Cristiano Ronaldo with new Saudi Tourism Deal 'Saudi Welcome to Arabia'

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Lionel Messi may not play his football in Saudi Arabia, but he seems to have gone ahead his nemesis Cristiano Ronaldo in a business deal with the country.

Messi, who is currently in Saudi Arabia for the Riyadh Season Cup, has been roped in by the Saudi government for their new tourism campaign.

Saudi Arabia's national tourism brand, 'Saudi Welcome To Arabia,' has embarked on a groundbreaking global marketing endeavour with the Argentina superstar.

This initiative, targeting pivotal markets in Europe, India, and China, is designed to dispel prevalent misconceptions surrounding the destination. It extends an invitation to global audiences to witness firsthand the dynamic cultural evolution unfolding across Saudi Arabia.

At the heart of the 'Go Beyond What You Think' campaign is a strategic blend of consumer insights, unveiling the persistent stereotypes that cloud the perception of Saudi Arabia. By enlisting the iconic Lionel Messi as the face of this initiative, Saudi aims to leverage his global appeal to challenge and transform outdated views. The campaign, which encompasses television, social media, digital platforms, and online travel agencies, unfolds over a span of three months, marking a significant stride in Saudi Tourism's efforts to foster understanding and cultural exchange through tourism.

Central to the campaign is a compelling call-to-action, urging potential visitors to explore the unseen and unanticipated facets of Saudi Arabia. A captivating hero video features Lionel Messi as he literally and metaphorically demolishes the 'walls' of misconceptions about the country. This visual narrative transports viewers across Saudi's varied landscapes - from the crystal-clear Red Sea waters and the verdant mountains of Aseer to the snow-draped vistas of Tabuk, and the vibrant cities of Jeddah and Riyadh.

The campaign not only showcases Saudi's breathtaking natural beauty and thrilling attractions, like the Diriyah E-Prix, Riyadh Season's amusement park, AlUla's hot air balloon adventures, and the MDL Beast music festival but also shines a spotlight on the nation's open-hearted culture and progressive strides towards empowering young Saudi women.

The Argentine is an adored character in Saudi Arabia and was poised to join one of ther Saudi clubs in the summer of 2023. He ended up joining Inter Miami in USA, but has a strong connection with the giants of the country. Cristiano Ronaldo, who plays for Al Nassr in Saudi Arabia, is also a coveted character but is yet to collaborate with the Saudi government. In that race, Messi seems to have toppled his nemesis.