Saudi is now closer than ever! Saudi Arabia and ITA Airways at Rinascente

Target audience

General public, B2B, Media

The brief 

The marketing project involving Visit Saudi, ITA Airways, and Rinascente transformed the Rome and Milan locations into vibrant showcases of Saudi culture. The initiative conveyed Saudi Arabia’s story through immersive installations, exclusive events, and dedicated promotions with ITA Airways.

Targeting the B2C market, the project aimed to boost brand awareness and affinity for Saudi Arabia’s tourism brand by collaborating with a prominent lifestyle market entity in Italy, thereby bringing the destination closer to consumers.

The project

The collaboration between Visit Saudi, ITA Airways, and Rinascente took place at the iconic Rinascente Tritone in Rome and Rinascente Duomo in Milan. From June 11th to July 5th in Rome and from July 16th to July 23rd in Milan, the activations turned the stores into living displays of Saudi Arabia's beauty, culture, and traditions. The primary goal was to promote Saudi Arabia’s rich culture and heritage while strengthening cultural and tourism ties between Saudi Arabia and Italy.

The key activities included cultural and interactive installations within the stores, featuring immersive decorations such as images, patterns, and videos highlighting the Saudi destination. Exclusive opening events, attended by stakeholders, media, and influencers, provided a unique and engaging experience for visitors.

Promotional corners dedicated to ITA Airways’ new routes offered additional travel opportunities, showcasing direct flights to Riyadh and Jeddah. Themed window displays and light shows created a captivating atmosphere, drawing the attention and interest of the public.