• by Fern Siegel , March 10, 2022

A new out-of-home campaign to introduce the future Trojena resort has debuted in New York, London and Riyadh, Saudi Arabia. Located in the high-tech city of Neom, Saudi Arabia, the destination will promote ecotourism and economic growth in the region.

The project is set for completion by 2026. It is forecast to add $800 million to the kingdom’s economy by 2030.

Pixel Artworks collaborated with McCann NY to create the content splashed across huge 3-D billboards. In New York, the work took over the Big Kahuna in Times Square. In London, the ads run in Piccadilly Circus.

The OOH spots show a snowboarder racing down slopes and a speedboat cutting through a mountain lake. The immersive creative is accompanied by the line “Journey to new heights,” playing on both the Trojena Mountain’s size and the massive screens.

The year-round tourist destination will feature a ski village, luxury family and wellness resorts, and retail stores and restaurants. There will also be water sports, mountain biking and an interactive nature reserve.

“Trojena represents Neom's values and bold plans as a land where nature and innovative technologies come together to form a unique global experience,” said Nadhmi Al Nasr, Neom's CEO. Neom is 31 miles from the Gulf of Aqaba coast.

Riaz Farooq, creative director for Pixel Artworks, added the work mirrors Neom’s visionary focus. “It allows unique features to break physically and symbolically free from the canvas in each major city and into the consciousness of a global audience.”

In addition to the three cities, the OOH campaign will be seen on sites in Jeddah, Saudi Arabia, Dubai and the IMAX in London through April 3. 

According to Macrotrends, Saudi Arabia's tourism statistics for 2019 were $19.8 billion, a 16.9% increase from 2018. The stats are calculated as international tourism expenditures by inbound visitors, including transport charges, as well as any prepayment for goods or services in the destination country. Saudi Arabia recorded a total of 20 million tourists in 2019, per WorldData.info.