Picture shows from left Ramzi Raad, Intermarkets Group Executive Vice President and Chief Operating Officer; Reg Lascaris TBWA Regional Director, Africa, Middle East, and Eastern Europe; Abdullah S. Al-Jehani, Saudi Arabian Airlines - Vice President Advertising and Marketing Programmes; Prince Bandar Bin Saud Bin Khalid Al-Saud, Chairman of Ailamia /Intermarkets Public Relations; and Yarub A. Balkhair, Saudi Arabian Airlines General Manager Public Relations and Editor-in-Chief of "Ahlan Wa Sahlan" magazine

After an exhaustive review which included presentations from six of the most qualified advertising agencies in the Kingdom of Saudi Arabia, Saudi Arabian Airlines re-appointed Intermarkets Advertising to handle its worldwide marketing communications account in partnership with its international associates TBWA and its PR consultancy Ailamiah/lntermarkets Public Relations together with its international associates Burson Marsteller.
In his statement on the appointment, Abdullah S. Al-Jehani, Saudi Arabian Airlines Vice President Advertising and Marketing Programmes said:

“… after careful evaluation of the six presentations, it became obvious that Intermarkets with its established multi- disciplined communications set-up and its world renowned associates offered the full mix of creative excellence, strategic planning skills coupled with the product know how that would serve the Airline best in the long term.”

Erwin Guerrovich Chairman and CEO of the Intermarkets Group commented on the appointment saying: “We are delighted with the added responsibilities and look forward to continuing our close partnership with Saudi Arabian Airlines expanding our task of helping in building the unique position of our client as a world class airline with a distinctive Saudi character – not to the travelling public in the Middle East only – but all around the world.”
Originally published in ArabAd, October 1998

Intermarkets Advertising has featured among the medallists for the third year running at the 1996-97 Cairo Radio and Television Festival, with a Bronze Award in the Best Television Commercial category.

Intermarkets Saudi Arabia was awarded Bronze for its Saudi Arabian Airlines commercial “Little Girl”, continuing an impressive history of successes which began the first year that advertising commercials were included in the Cairo Festival.

Over 650 entries were received from 18 countries for a range of special awards in categories ranging from ‘Best Actor’ and “Best actress’, to ‘Children’s’ and ‘Educational programmes’.

Commenting on the awards, Jihad Abbouchi, Managing Director of Intermarkets Saudi Arabia said: “We are delighted to receive this award on behalf of our clients Saudi Arabian Airlines, it is particularly rewarding when you consider the extremely high level of competition we were up against. We have a very creative and highly motivated team in Jeddah, and this accolade is just reward for all their hard efforts.”

Originally published in ArabAd, October, 1997

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