Expo 2030 Riyadh has appointed Omnicom Media Group agency OMD MENA as its lead media agency following a competitive pitch process.
The global event, which will be hosted in Riyadh, is expected to serve as a major platform for international cooperation, innovation and sustainable development. Aligned with Saudi Vision 2030, the six-month Expo is projected to bring together participation from 197 countries and attract around 42 million visits.
Under the agreement, OMD MENA will be responsible for media planning and buying, performance activation and campaign execution within the Kingdom of Saudi Arabia, as well as across GCC countries and selected international markets.
The agency’s scope of work includes developing a multi-market media strategy, boosting awareness at local, regional and global levels, supporting visitor acquisition efforts, managing full-funnel media planning and optimising campaign performance to ensure sustained audience engagement.
The first phase of the campaign is scheduled to begin in March 2026.
Expo 2030 Riyadh aims to position itself as a global destination event by driving awareness and participation at a large scale and attracting visitors from across the world.
Saleh Ghazal, CEO of OMD MENA, said: “Expo 2030 Riyadh carries an ambition that goes well beyond hosting a global event. It is about defining how Saudi Arabia engages the world in the years ahead and inviting audiences to be part of that journey. Delivering against that vision requires a media approach built on clarity, integration and sustained impact. We are proud to partner with Expo 2030 Riyadh to translate that ambition into action, bringing together data, technology and creativity to drive meaningful engagement across the Kingdom, the GCC and international markets.”
OMD MENA was selected for its experience in delivering high visitor numbers and ticket sales for large-scale events, along with its regional expertise, data and analytics capabilities, and access to Omnicom’s global network.
The appointment also reinforces the agency’s footprint in Saudi Arabia, where it continues to expand its data, performance and strategic capabilities in line with the country’s Vision 2030 transformation plans.
