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A long-term brand platform for Qiddiya City built on commissioned research with Toluna and Boston Consulting Group across the GCC, Asia and Europe, arguing that Saudis lead the world in seeing play as a driver of health, creativity and work performance.
- The brief
- Saudis and visitors, for a city built around entertainment, sport and games.
- The idea
- Qiddiya launched a long-term platform on research with Toluna and BCG in the Gulf, Asia and Europe, which found 87% of Saudis believe more play would make them more successful.
- What to borrow
- Commissioning research that links play to performance gives an entertainment destination a serious argument about productivity.
| Brand | Qiddiya City |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | digital |
| Source | QiddiyaCampaign Middle East |
What other arts, venues & leisure brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Coca-Cola Arena | The Ultimate Venue ExperienceExperiential · 2026 | Experiential | – | 2026 |
| Louvre Abu Dhabi | Made with Louvre Abu Dhabi12 Feb 2025 | – | – | 12 Feb 2025 |
| Coca-Cola Arena | Tempo by Coca-Cola ArenaLaunch · 2025 | Launch | – | 2025 |
| Coca-Cola Arena | Own the Moment2025 | – | – | 2025 |
| Museum of the Future | Real-life Iron Man ticket handoutExperiential · 1 Mar 2022 | Experiential | – | 1 Mar 2022 |
More from Qiddiya City
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Six Flags Qiddiya City opening campaignLaunch · 5 Feb 2026 | Launch | Leo Burnett KSA | 5 Feb 2026 |
| Play LifeLaunch · 5 Feb 2024 | Launch | Droga5 | 5 Feb 2024 |