Organisers of Expo 2030 Riyadh have appointed OMD MENA as the event’s lead media agency, tasking it with overseeing media planning, buying, and campaign activation across Saudi Arabia and key international markets.

Scheduled to take place in Riyadh, the six-month global exhibition is expected to bring together 197 participating countries and attract around 42 million visitors. Positioned as a platform for international cooperation, innovation, and sustainable development, the event forms a key part of the Kingdom’s tourism and nation branding ambitions under Saudi Vision 2030.

Under the mandate, OMD MENA will develop and implement a multi-market media strategy to build awareness locally, regionally, and globally while supporting visitor acquisition. The agency will also oversee full funnel media planning, campaign performance optimisation, and audience engagement across Saudi Arabia, the Gulf Cooperation Council, and selected international markets. The first phase of campaign activity is expected to launch in March 2026.

Organisers said the communications brief focuses on driving global awareness and participation at scale, positioning the Expo as a major destination for both domestic and international audiences.

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 on that vision requires a media approach built on clarity, integration, and sustained impact.”

Ghazal added that the agency will combine data, technology, and creative strategies to drive engagement across the Kingdom, the GCC, and global markets. The agency will also leverage Omnicom Group’s broader capabilities and international network.

Expo 2030 Riyadh is scheduled to run from October 1, 2030, to March 31, 2031. The event will take place on a six-million-square-metre site designed to host 197 nations and dozens of international organisations across five themed districts. Held under the theme “Foresight for Tomorrow”, the Expo aims to serve as a platform for collaboration on global challenges while showcasing cultural experiences, technology-driven interactions, and international partnerships.