How do you pique curiosity for a global gathering on the scale of Expo 2030 Riyadh? The event is expected to attract 42 million visits, but the strategy behind that ambition looks very different from traditional destination marketing. “Expo 2030 is not simply a tourism campaign; it is a global platform for innovation, culture and collaboration,” says Saleh Ghazal, CEO of OMD MENA, the agency that will oversee a multi-market media strategy for the event. 

“Our role is to build anticipation over several years by connecting the Expo’s themes to people’s lives, industries, and communities worldwide. It requires a sustained, multi-market narrative rather than a short-term destination push.”

ONE STORY, MANY MARKETS

At the core of that strategy is a simple framework: clarity, integration, and sustained impact. In practice, that means telling one cohesive story about what Expo 2030 represents, while aligning media, technology, content, and partnerships so that audiences encounter the same narrative at every touchpoint.

“Clarity means telling a single, powerful story,” Ghazal says. 

“Integration means aligning channels so audiences experience that story wherever they engage. Sustained impact means maintaining visibility and relevance over several years through phased storytelling and strategic bursts of activity.”

Executing that vision across regions, from Saudi Arabia to the GCC to global markets, requires a highly calibrated, data-led approach. Rather than treating all audiences equally, OMD is prioritizing markets based on travel potential, economic ties, and cultural alignment with the Expo’s themes.

“We balance reach with strategic influence,” says Ghazal. 

“Using our Omni platform, we identify priority markets and optimize investments and channel mix accordingly, ensuring each region receives tailored messaging while contributing to one unified global campaign.”

That reliance on data extends well beyond planning. Analytics and real-time performance measurement will continuously shape how the campaign evolves.

“Data will be at the centre of decision-making,” he says. “We will continuously refine targeting, messaging, and media allocation as global interest and travel behaviors evolve.”

BUILDING MOMENTUM 

Sustaining attention over a five-year runway is another challenge entirely. Rather than relying on a single moment of awareness, the campaign is designed to unfold in chapters, each introducing innovations, partnerships, and cultural milestones.

“Momentum comes from storytelling in chapters,” Ghazal says. “By continuously revealing new dimensions of the event, we keep audiences engaged and interested over time.”

Technology will play a dual role in that effort. As Expo 2030 promises AI-powered experiences, AI will also transform how audiences are identified and engaged.

“AI enables more precise audience understanding and more personalized engagement at scale,” he says. “It allows us to analyze behavior, predict interest, and deliver more relevant content across markets and platforms.”

Still, for all the emphasis on data and technology, culture remains the most powerful draw. The campaign will lean heavily into storytelling that reflects Saudi Arabia’s heritage and its evolving identity.

“Culture is one of the most powerful drivers of travel,” Ghazal says. “Expo 2030 becomes a platform to connect people with the Kingdom’s creativity, heritage, and future ambitions in a way that resonates globally.”

That approach is especially critical when targeting younger audiences. For Gen Z and digital natives, engagement must feel participatory, not passive.

“Gen Z expects participation,” he says. “We will engage them through immersive content, creator collaborations, gaming environments, and interactive digital platforms, making them part of the Expo journey long before they arrive in Riyadh.”

In an increasingly crowded global events landscape, positioning is everything. For Ghazal, Expo 2030’s edge lies in its broader significance.

“We position it not just as an event to attend, but as a moment to witness history in the making,” he says. “It sits at the intersection of global innovation, culture, and the transformation of Saudi Arabia.”

If the strategy succeeds, Expo 2030 Riyadh won’t just draw visitors, it will build a global audience that feels invested long before the gates open.