The travel industry, established for over a hundred years and riddled with tropes, we leveraged the genuine unknown. We used stunning, never-before-seen landscape images of Saudi, with copy that reads “Where in the world is this?”. This concept was used across outdoor, digital, and a film, to create intrigue in one of the biggest teasers the world has ever seen. This was followed by reveal content, which identified the mysterious beautiful landscapes as all being Saudi Arabia.