To encourage travellers to engage more deeply with Saudi Arabia’s cultural landscape, Saudia launched ‘Let It Fly’, a luggage-sticker initiative that rewards passengers for purchasing locally made products and artisanal handicrafts.
The work of Saatchi & Saatchi Middle East, and inspired by the country’s cities, traditions, and regional identities, the collectable stickers were designed in collaboration with creators like Craig & Karl, Nada Sultan, and Raphaëlle Macaron.
Each sticker added extra baggage allowance, allowing travellers to bring home cultural items without worrying about weight limits.
“By combining travel convenience with cultural storytelling, the initiative reflects a new approach to how airlines can connect people, place and purpose,” says Essam Akhonbay, vice-president of marketing at Saudia.
Name: Let It Fly Brand Name: Saudia
Lead Agency: Saatchi & Saatchi Middle East
Partner Agency: Publicis KSA
