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Roads of Arabia in Greece


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The Brief

“Roads of Arabia Expo” is one of the most important mobile Saudi exhibitions highlighting the cultural heritage of the Kingdom all over the world. ROA wanted to announce and promote the exhibition’s 16th stop in Athens signifies the first event in the southeast Mediterranean, and invite visitors to explore Saudi history and heritage at The Benaki Museum.

The challenge

Increase the interest and traffic to Roads of Arabia exhibition at Athens within the holiday seasons , increase the brand awareness about the history and heritage of Saudi Arabia to the Greek audience.

The solution

Promote Roads of Arabia through varies channels including Public relations, Social media, Radio and outdoor advertising to build brand awareness.

Bassmat used a creative content campaign to excite poeple and encourage them to visit and explore ROA exhibition by links the ancient Greek civilization with Al-Faw village civilization in the Kingdom of Saudi Arabia through archaeological pieces and treasures that reflect the cultural interaction with the civilization of Greece 2,200 years ago.

The results

Digital & social media campaigns generated more than 63.5 million impressions.
The Benaki Museum has registered more than 4.8K visitors to Roads of Arabia exhibition.

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