Saudi – Benvenuti in Arabia
In Milan, a journey came to life that began even before departure. Along the streets of the city centre, the experiential campaign of the Saudi brand – conceived by Tourism Hub and implemented with the Brand Solutions of IGPDecaux – brought to the city a new vision of travel: discovery as an encounter between imagination, culture, and the desire for adventure.
From 17th to 24th November 2025, a fully customised tram became a moving “Saudi Travel Lounge”, turning a simple urban route into a sensory taster of Saudi Arabia. The vibrant lights of Riyadh, the monumental landscapes of AlUla, the hues of the Saudi Red Sea, and the poetry of the desert accompanied passengers along their daily commute. Design, natural materials, and a dedicated colour palette helped create an immersive and memorable experience.
The journey began even before boarding: passengers were welcomed with traditional Saudi coffee and dates, a ritual symbolising hospitality and sharing. A simple gesture that transformed the wait into a connection with the country’s culture.
The storytelling extended into the urban space with three Brand Shelters in Largo Cairoli and Piazza Castello and with a Station Domination in Cadorna station. Each installation was designed as an extension of the tram, creating a truly immersive path that guided citizens and tourists through a Milan transformed for a brief period of time.
This campaign interpreted OOH as an evolving medium, capable of going beyond traditional communication: no longer just an advertising surface, but a cultural and sensory environment. It reached a dynamic audience, attracted by rich and distinctive experiences, increasing attention, engagement and memorability.
Thanks to this initiative, IGPDecaux has confirmed its ability to transform the city into a narrative stage where brands can generate real value. It has integrated premium assets, immersive creativity and experiential design, turning public space into a place capable of engaging and inspiring.
Once again, IGPDecaux has proven to be a strategic partner for those brands that ask OOH not only for visibility, but for experiences that stay in people’s memories.
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