Nusuk Roadshow & “Visit Saudi, Beyond Umrah” Exhibition

Campaign Overview

The Saudi Tourism Authority introduced its first large-scale showcase in Indonesia through the combination of a B2B Nusuk Roadshow and a five-day “Visit Saudi, Beyond Umrah” exhibition. The program sought to reposition Saudi Arabia as a year-round destination by expanding perceptions beyond spiritual travel and highlighting adventure, culture, Red Sea escapes, and simplified trip planning via the Nusuk platform. SCOP3 Group designed and executed an integrated campaign that blended newsroom-first media engagement, immersive on-ground activations, and a strong social and broadcast presence. This multi-layered approach generated broad awareness and created interactive touchpoints that encouraged Indonesian audiences to reimagine Saudi Arabia as both diverse and accessible.

Objective

The objective was to elevate awareness of Saudi Arabia’s diverse tourism offerings among Indonesian travelers by shifting perceptions from a purely religious destination to one of leisure, culture, and discovery. The campaign aimed to move audiences from inspiration to action by providing itinerary ideas, simplifying visa and booking processes, and highlighting partner offers. The overall goal was to build a long-term connection between Indonesian travelers and Saudi Arabia, positioning the Kingdom as a destination to be considered year-round.

Conclusion & Results

The campaign successfully reframed Saudi Arabia’s image among Indonesian travelers while achieving strong media scale.

117 total clips: 112 online, 4 print, 1 broadcast, and 20 social posts
95.3M estimated reach with IDR 5.268B PR value
Coverage across Bahasa, English, and Arabic outlets, ensuring regional resonance
Featured in top-tier national dailies, leading online portals, and broadcast channels
Practical “how-to” stories and experiential features encouraged audience action
Created a repeatable blueprint for future Southeast Asia activations