A Saudi MasterClass in PR and Marketing

 

Riyadh Season, Saudi Arabia’s premier entertainment extravaganza, has once again pushed the boundaries of innovation with the introduction of Boulevard Runway. This unique attraction not only captivates visitors but also serves as a prime example of how to effectively market in the Kingdom. Let’s delve into how Boulevard Runway has become a marketing phenomenon, offering valuable lessons for businesses looking to make their mark in Saudi Arabia.

 

Embracing Cultural Relevance

Boulevard Runway’s success stems from its deep understanding of Saudi culture and its ability to blend tradition with modernity. The attraction features three repurposed Boeing 777 aircraft, formerly part of the Saudia Airlines fleet, transformed into immersive entertainment spaces. This clever repurposing resonates with the Saudi audience, showcasing a commitment to sustainability while celebrating the nation’s aviation heritage.

 

Lesson 1: Localise Your Concept

When marketing in Saudi Arabia, it’s crucial to adapt your offerings to local tastes and values. Boulevard Runway does this by creating experiences that are both familiar and novel to Saudi visitors by using their national carrier Saudia. Want to never miss news like this? Subscribe to the Middle East Insights.

Creating Buzz Through Innovative Transportation

The journey of the Boeing 777 aircraft from Jeddah to Riyadh became a marketing spectacle in itself. The 12-day overland transport captured the nation’s attention, with each city along the route hosting celebratory events. This strategic move generated significant social media buzz and media coverage, building anticipation long before the attraction opened. (And was much effective than flying the planes to Riyadh)

 

Lesson 2: Turn Logistics into Marketing Opportunities

Look for unique ways to generate interest in your product or service. Even mundane aspects of your business can become talking points if presented creatively.

Leveraging Social Media

Boulevard Runway’s marketing strategy heavily relies on social media platforms popular in Saudi Arabia. The official Riyadh Season account as well as Turki Alsheikhs (Chairman of the Entertainment Authority) activities on X (formerly Twitter) has been instrumental in promoting the attraction, sharing enticing visuals and information about the unique experiences offered.

 

Lesson 3: Harness the Power of Social Media

In Saudi Arabia, platforms like X, Instagram, and Snapchat are hugely popular. Craft a strong social media presence to engage with your target audience effectively.

Offering Diverse Experiences

Boulevard Runway caters to a wide range of interests, offering everything from dining experiences to interactive games and horror-themed attractions. This diversity ensures that there’s something for everyone, maximising the attraction’s appeal across different demographics.

Get everyone involved to create even more buzz

But it started way before the attraction opened. Turki Alsheikh announced that the best picture or video on Social Media would win 6 luxury cars (initially it was just 1 but the response was so great so they increased it to 6). So everyone started sharing pictures and being really creative and this created a buzz even before the attraction opened. 

 

Lesson 4: Diversify Your Offerings

In the Saudi market, providing a variety of experiences or products can help you capture a broader audience and increase customer engagement.

Collaborating with National Entities

The success of Boulevard Runway is partly due to its collaboration with Saudia Group, the national airline. This partnership lends credibility to the attraction and aligns it with national interests, particularly Vision 2030’s goals of diversifying the economy and enhancing entertainment options. And it used the local airline to evoke a common feeling of national pride.

 

Lesson 5: Design for Shareability 

Create experiences or products that are visually appealing and unique, encouraging user-generated content that can amplify your marketing efforts.

Creating Instagrammable/Social Media Moments

Boulevard Runway is designed to be visually stunning, encouraging visitors to share their experiences on social media. From the exterior of the repurposed aircraft to the themed interiors, every aspect is crafted to be photo-worthy. But to get everyone involved before they even opened during the plane journey was a genius idea as it got people talking, sharing and build anticipation.

Tapping into Nostalgia and Futurism

The attraction strikes a balance between nostalgia for air travel and futuristic entertainment concepts. It allows visitors to explore aircraft interiors and enjoy a runway experience without the need for actual travel.

 

Lesson 6: Blend Nostalgia with Innovation

In Saudi Arabia, there’s a strong appreciation for both heritage and progress. Marketing strategies that combine these elements can be particularly effective.

Leveraging Exclusivity and FOMO

Boulevard Runway creates a sense of exclusivity by offering unique experiences that can’t be found elsewhere. This generates a fear of missing out (FOMO) among potential visitors, driving attendance and social media engagement (plus the 6 supercar announcement helped).

 

Lesson 7: Create Exclusive Experiences

Offer limited-time events or exclusive access to create buzz and drive engagement with your brand.

Aligning with National Events

The attraction is part of the larger Riyadh Season, which aligns with Saudi Arabia’s efforts to boost tourism and entertainment. This strategic timing and association amplify its marketing impact – and there is a time limit as Riyadh Season comes to an end before Ramadan (end of February 2025).

 

Lesson 8: Time Your Marketing with National Initiatives

Align your marketing efforts with major national events or initiatives to increase visibility and relevance.

Emphasising Quality and Innovation

Boulevard Runway showcases cutting-edge technology and high-quality experiences, reflecting Saudi Arabia’s ambition to be at the forefront of innovation but also showcasing entertainment that is part of Vision 2030. Using Saudia rather than a foreign brand accentuates the Saudi Brand.

 

Lesson 9: Focus on Quality and Innovation

In the Saudi market, there’s a strong appetite for high-quality, innovative products and experiences. Emphasise these aspects in your marketing.

Storytelling Through Experiences

Each area within Boulevard Runway tells a story, from the “Lost Boeing 777” horror experience to the culinary journey in the “Uncle Hussein” airplane. This narrative approach creates memorable experiences that visitors are eager to share and it appeals to families and tourists alike.

 

Lesson 10: Use Storytelling in Your Marketing

Craft compelling narratives around your products or services to create emotional connections with your audience.

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Boulevard Runway keeps visitors engaged even after their visit through social media updates, behind-the-scenes content, and announcements of new experiences.

 

Lesson 11: Maintain Ongoing Engagement

Don’t let your marketing efforts end after the initial interaction. Keep your audience engaged with regular updates and fresh content.

Embracing Digital Transformation

The attraction incorporates digital elements, reflecting Saudi Arabia’s push towards digital transformation. This includes interactive displays and the integration of social media into the visitor experience.

 

Lesson 12: Embrace Digital Solutions

Incorporate digital elements into your marketing strategy to appeal to Saudi Arabia’s tech-savvy population.

Boulevard Runway serves as a masterclass in marketing within the Saudi context. It demonstrates the importance of cultural relevance, innovation, strategic partnerships, and digital engagement. By creating a unique, shareable experience that aligns with national goals and cultural values, Boulevard Runway has set a new standard for marketing in the Kingdom. For businesses looking to make their mark in Saudi Arabia, the lessons from Boulevard Runway are clear: embrace local culture, innovate continuously, leverage digital platforms, create shareable experiences, and align with national initiatives. 

By following these principles, brands can create marketing campaigns that not only capture attention but also resonate deeply with the Saudi audience.

As Saudi Arabia continues its journey of economic diversification and cultural opening, opportunities for innovative marketing will only grow. Boulevard Runway shows that with creativity, cultural sensitivity, and a finger on the pulse of technological trends, brands can soar to new heights in the Saudi market. The runway is clear for those ready to take flight in this exciting new era of marketing in the Kingdom.