The Secret Driver
Our Middle East team helped Saudia embark on a revolutionary cross-partnership piece of content with Newcastle United and Formula E. Leveraging Formula E’s brand and the incredible Gen3 car, we designed a specific model in Newcastle United’s colours for this groundbreaking project. Leveraging Newcastle United’s world-class talent to add a sprinkle of stardust to the piece of content, we have brought together three industry leaders in Aviation, Motorsport, and Football in a way that’s never been done before.
With over 30 hours of footage captured by ground units, tracking vehicles, on-board cameras, and drones, the result is a cinematic masterpiece set to captivate audiences worldwide.
The content lived on Saudia, Formula E, and Newcastle United’s digital channels, hosted on the Saudia partnership hub, as well as being amplified through a large Footballco media partnership to maximise viewership in key markets for Saudia.
Berlin Eprix
Our UK Fan Engagement team had an electric weekend in Berlin delivering Saudia’ Fan Zone activation at the Berlin E-Prix, 11-12 May.
From ideation and design, to build and activation on-site, the team brought Saudia’s hub to life. Focusing on fan visibility, data capture and engagements we provided fans with 4 fun activations; Energize Your Race – kinetic energy game, ReGEN3rate – simulator game, Strike a Pose – AR helmet selfie, and Global Flying Lap – a touch screen reaction challenge.
2022 FE Champion, Stoffel Vandoorne, also popped in to try it out.
Riyadh Season – Ring of Fire
For the first time this century, the undisputed Heavyweight Championship of the World was up for grabs in the Kingdom of Saudi Arabia on the 18 May as two boxing giants – Tyson Fury and Oleksandr Usyk – went head-to-head in a showdown for the ages. The most eagerly anticipated boxing bout in living memory didn’t disappoint, with Oleksandr winning by split decision after 12 brutal rounds of boxing.
During fight week, our Middle East Saudia account team was on the ground with both fighters producing an incredible promotional piece of content that lived across Saudia’s social platforms as well as being shown live in the Arena on fight night.
As official airline partner of Riyadh Seasons, Saudia are committed to bringing the very best sporting events in the world to the Kingdom of Saudi Arabia, and we’re delighted to have played our role in helping them promote that endeavour.
