Ahluha
About the Client
Ahluha is an initiative launched by the Ministry of Tourism to introduce university students to career opportunities within Saudi Arabia’s growing tourism sector. The initiative toured Riyadh, Jeddah, Abha, and Tabuk, bringing the industry closer to young audiences through an engaging traveling experience.
Challenge
The challenge was delivering a consistent experience across multiple cities within a tight timeline while maintaining the same level of quality and engagement throughout the tour. The experience also needed to go beyond traditional awareness activities and create something more interactive and relevant for students.
Strategy
At Umbrella, we approached Ahluha as a traveling experience designed to create a consistent impact in every city. We led the design, management, and execution of the initiative, developing interactive experiences that encouraged students to explore the tourism sector in a more engaging way. The experience was supported by passport-inspired booklets, custom medals, and branded materials designed specifically for the initiative.
Result
Ahluha successfully connected with students across multiple regions through a cohesive and interactive experience.
The initiative combined strong visual presence with engaging touchpoints, helping create higher participation and a more memorable experience throughout the tour.