Saudia selects Intermarkets for fresh international advertising campaign

Saudia, Saudi Arabian Airlines is about to launch its new international advertising campaign, the first major creative brief for its agency Intermarkets since winning the account in April ’92.
Abdullah al Jehani, Saudia’s general manager, sales promotion & development, said: “We aim to position Saudia as a truly international airline with a distinctive Saudi character – an airline which is caring, responsible, efficient and modern.”

Saudia can back these claims with one of the airline industry’s largest fleets and networks, outstanding safety and punctuality records – and almost 50 years experience.

The campaign’s theme Proud to Serve You’- was developed by the agency’s Jeddah creative team and will feature in eight different print advertisements showcasing every aspect of the airline’s passenger and cargo services.

Creating the campaign involved photography and filming in Riyadh, Jeddah and London, with colour separations made in Singapore which, according to Senior Creative Director James McCredie, is in line with the campaign’s aim to communicate that Saudia is a truly international airline.
“The notion of pride is strongly linked to the romantic image of the desert Arab”, says McCredie. “Intermarkets tie this to Saudia staffs pride in their professionalism.”

Saudia’s Manager of Systems Advertising, Farouk Elyas, said “our ‘Proud to Serve You’ theme highlights the little touches which define the distinctive Saudia character – Arabic coffee or mint tea, dates, the uniforms and cabin decor, the special attention we pay to families and traditions.”

Appearing from now the new advertisements will appear in Saudi English and Arabic language national and international media and in prestigious titles such as Time, Business Week, The Economist and the Financial Times among others, according to Group Account Director Sunil Mehta.

Television will also be used, with 30-second spots booked to appear on CNN, MBC and both Saudi national channels.
The campaign is supported by point-of-sale posters, display material and lapel badges.
General Manager for Intermarkets Advertising in Saudi Arabia, Nadim Sfeir, said “This has been one of the most tightly-vetted campaigns I have ever known. It was pre-tested against the previous campaign in New York, London, Singapore, Dubai.

Riyadh, Jeddah and Dahran – and emerged the clear winner, before being scrutinised and approved by Saudia management. “Saudia have a lot riding on this” said Sfeir.
“It’s going to be their campaign for at least the next three years and probably much longer – so it had to be right,” he added.

Established 33 years ago and with offices throughout the Middle East, and in London, Intermarkets scooped 5 creative wins in the regional IAA awards earlier this year.

Originally published in ArabAd, November 1993

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