Making a splash at the brand’s home race

Formula E rolled into the Kingdom of Saudi Arabia for the 6th edition of the Diriyah EPrix, and it did not disappoint.   

As the Official Airline Partner of Formula E, Saudia play a critical role in growing the sport across the globe and share Formula E’s commitment to innovation, passion for opening up exciting destinations and cultures, sharing rich experiences, and creating memories that last a lifetime. 

We were responsible for delivering a dedicated, newly-developed Saudia booth within the fan village, featuring a variety of interactive digital experiences designed to connect them with Formula E and Saudi in new and exciting ways – including both racing car and flight simulators. For the first time ever, fans unable to attend the Diriyah EPrix were able to engage with the same activations offered in Diriyah in an online, immersive, 3D world, with the aim of broadening Saudia’s innovative activations with a larger global audience.

Intertwined with the brand-new fan experience offerings, Saudia relaunched their Regen3ration game with enhancements that will elevate the gameplay experience for all players. There were over 5,000 fans visiting the booth over with over 4,000 pieces of merchandise distributed along with Al Fursan Loyalty points making this an unforgettable experience for all. 

From a content perspective, Saudia’s Season 10 hero content launched alongside Formula E and Saudia’s Global Ambassador Stoffel Vandoorne. As well as this, wrap videos were produced recapping Day 1  and Day 2 the action. TV personality Josh Denzel was invited by Saudia to attend the race, driving further engagement across social channels and different pieces of content. 

Alongside Formula E, Saudia welcomed their partner Newcastle United to the event, with Club Ambassador Shay Given joined by senior club officials for a VIP experience, showcasing the synergies across Saudia’s partnership portfolio. 

We were also responsible for managing Saudia’s hospitality program, with up to 80 guests per day welcomed across the two days of racing.  

It was an incredibly successful weekend, and the entire team are looking forward to delivering across the remainder of the season.