Almosafer: Stories of Mecca

Online travel agency, Almosafer, achieved brand and commercial success during the dead travel period of COVID-19 with a crowdsourcing campaign in Saudi Arabia.

Campaign details

Brand: AlmosaferBrand owner: Seera GroupEntrant company: FP7 McCann RiyadhMarket: Saudi ArabiaSector: Travel agents, tour operatorsMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Mecca, Saudi Arabia, is packed with Muslim pilgrims worldwide, on two festive occasions of Ramadan and Eid that are relevant to 1.8 billion people globally.

But, due to the coronavirus lockdown in 2020, as it was closed off to pilgrims across the world, for the first time in history and in our lives, Mecca was empty.

Almosafer, an online booking...

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