As part of its ongoing efforts to restore confidence in travel and boost domestic tourism in Saudi Arabia post the Pandemic, Almosafer the Kingdom’s leading omni-channel travel brand, has released a song in collaboration with leading Saudi artist Rashed Al-Majed on 19 September 2020, in a bid to express the brand’s love and loyalty for Saudi Arabia, and showcase the uniqueness of its regions, culture and people.
The lyrics of the song were carefully written by Saudi poet Ahmed Alawi to capture the diversity of Saudi Arabia’s natural beauty and landmarks from beaches to waterfalls, mountains and deserts, offering Saudi’s the inspiration to discover the remarkable hidden gems of their country. With the instrumental composed by GCC singer and composer Ahmad AlHarmi, the music produced by Seeroos, and the overall production managed by “Outlaw Productions”, the project brought together the top musical talent in the region.
Fahad Alobailan, VP of Retail at Almosafer said: “As a homegrown Saudi brand, Almosafer is committed to playing a key role in the growth of the tourism sector in the Kingdom. With International travel restrictions still in place, we have seen a spike in demand towards Domestic tourism, as Saudis are becoming more eager to venture out and discover their own country. Our role as the Kingdom’s leading travel brand, is to uncover these local destinations and bring to life the breadth of offer across the Kingdom from cultural and historic treasures, mountains, beaches, desserts, to its unrivalled authentic and adventure experiences”.
Saudi star Rashed Al-Majed commented on this collaboration: “As a Saudi national, being part of this project to promote my country has been a source of true pride. Lending my voice to deliver the beautiful lyrics written by renowned Saudi poet Ahmed Alawi has been a great honor as they truly capture the essence and beauty of the Kingdom. Almosafer’s progressive approach to promoting domestic tourism is a testament to the brand’s understanding of the Saudi market. There is no better way to and reach the hearts of Saudis other than speaking to them in a universal language that is music”.
Mohamed Qanati, Director of Brand at Almosafer added: “Music is a universal language that connects people regardless of age and interests, and we believe that through this artistic collaboration with musical sensation Rashed Al-Majed, the music video will help build further interest in domestic travel amongst Saudis and evoke a feeling of national pride and belonging. Collaborating with Outlaw Productions in managing the overall project, and with talents like Ahmed AlHarmi, Seeroos andleading Saudi poet Ahmed Alawi on board, we commissioned the best in the industry to bring this song to life. Working on this project was an amazing experience where we had a vision in mind and an A team to deliver on it.”
Mohammed AlMohri (DJ Outlaw), Founder of Outlaw Productions, added: “It is a great honor to collaborate on this musical project with Almosafer, a company known for its innovative ways in promoting travel and creating unforgettable experiences. Utilizing music to promote Saudi Arabia as a diverse tourism destination is definitely an innovative approach that will have a great impact and will surely encourage Saudis to explore their country like never before. Working on this project and overseeing the process has been a great, inspiring experience from start to finish. We pulled together a team of A-class artists who fit perfectly for the sound and feel we were going for, resulting in a song that is timeless and that captures the essence of the Saudi Arabia. We look forward to the release of the song and people’s reactions to it”.
Almosafer’s song and video will feature across various digital platforms that Saudi nationals consume, including, but not limited to YouTube, Twitter, Snapchat, Instagram and the brand’s app and web platforms, to ensure maximum exposure and reach amongst Saudi travel enthusiasts.