UNWTO - World Tourism Day 2023

In partnership with the United Nations World Tourism Organization (UNWTO) and the Saudi Tourism Authority (STA), a 360-degree global campaign was launched for World Tourism Day 2023, hosted in Riyadh, Saudi Arabia.

The initiative celebrated tourism’s power to unite cultures and called for a transformative shift in travel behaviour, urging people to “Take the Pledge” to explore beyond the most-visited 5% of global destinations.

The campaign focused on addressing travel imbalances and inspiring audiences to rediscover the underexplored 95% of the planet.

Over 60 billboards in 13 global locations used striking visuals and motion designs to highlight the campaign and inspire change in tourism habits.

150+ video ads released on platforms like Facebook and YouTube targeted six key markets, featuring lesser-known destinations and high-profile figures like Lionel Messi.