Six Flags Qiddiya City has marked its arrival in Saudi Arabia with a major advertising campaign.
Located in Qiddiya City near Riyadh, it is Saudi Arabia’s first theme park of its kind and the first Six Flags destination designed and built outside North America.
Television, radio, social media, digital channels, and outdoor advertising have all been used to build awareness and encourage people to experience the destination.
Bringing the Six Flags Experience to Saudi Arabia
Six Flags Qiddiya City is one of the major entertainment destinations within Qiddiya City. The park features 28 rides and attractions across six themed areas. These include Steam Town, City of Thrills, Twilight Gardens, Discovery Springs, Grand Exposition, and Valley of Fortune.
There are experiences for different types of visitors, from families with younger children to people looking for high-speed rides.
Falcons Flight Becomes a Major Attraction
Falcons Flight is described by Six Flags as the world’s tallest, fastest and longest roller coaster.
The scale of the ride gives the park a distinctive attraction to promote.
A Campaign Built Across Multiple Channels
The campaign was designed to appear wherever potential visitors spend their time.
According to Campaign Middle East, it ran across television, radio, OOH and digital OOH billboards. TikTok, Meta and Snap were also included in the media mix.
The digital strategy extended further through YouTube, Google Search, DV360 and WhatsApp marketing. Content integration with The Voice and livestreaming of the opening ceremony also formed part of the rollout.
Using several channels gives the destination different ways to tell its story.
Influencers Extend the Experience
Six Flags Qiddiya worked with creators from Saudi Arabia. The campaign also included influencer activations at key attractions around Riyadh.
This adds a personal perspective to the wider media activity.
People can see the destination through someone else's experience before deciding whether they want to visit themselves.
For an entertainment venue, this type of content can be particularly useful because reactions, rides and atmosphere are easier to understand when shown in action.
What Advertisers Can Learn From the Campaign
The Six Flags Qiddiya launch provides several useful lessons for brands planning major campaigns.
Give People Something Specific to Remember
Falcons Flight gives audiences a clear talking point. Its record-breaking credentials make the attraction easier to remember.
Use Different Channels for Different Jobs
Outdoor media can build awareness. Social content can show experiences in greater detail. Search can help people move towards planning and purchasing.
Understand Different Audience Motivations
Families may be interested in different parts of the park. Showing the variety of experiences helps the campaign speak to a broader audience.
Turn the Launch Into an Event
Influencers, livestreaming, and opening activity helped make the arrival of Six Flags feel like a moment people could follow and participate in
