Riyadh Air
ChallengeRiyadh Air needed to update its media delegation on fast-moving developments without another formal briefing competing for attention against a packed media calendar.
ApproachThe real piece to move wasn't the update itself, but the format around it: A Ramadan Suhoor event built on the cultural 2025 handicrafts theme, replacing a standard briefing with immersive craft stations alongside the substantive news.
ResultA routine media touchpoint became a relationship-building moment, reinforcing Riyadh Air's cultural positioning with the exact audience shaping its public narrative.
