Almosafer: Stories of Mecca

Online travel-booking platform Almosafer harnessed the power of UGC in Saudi Arabia to boost post-lockdown bookings.

Campaign details

Brand: AlmosaferBrand owner: Seera GroupLead agency: FP7 McCann RiyadhContributing agencies: FP7 McCann Dubai, Dejavu DubaiMarket: Middle East & North Africa (general region)Sector: Travel agents, tour operatorsMedia channels: Social mediaBudget: Up to 500k

Executive summary

Mecca, in Saudi Arabia, is packed with Muslim pilgrims from across the world on the two festive occasions of Ramadan and Eid, which are relevant to 1.8 billion people globally. However, due to the coronavirus lockdowns in 2020, which closed it off to international pilgrims, for the first time...

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